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Is it all going to be social? The moderating impact of (non) user generated websites on the relationship between the determinants of customer experience and customer experience.

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(1)

Is it all going to be social?

The moderating impact of (non) user generated websites on the relationship between the

determinants of customer experience and customer experience.

(2)

Outline

1)

Problem statement & purpose of the study

2)

Theoretical framework & definitions

3)

Hypotheses

4)

Research method & design

5)

Results (1) – Characteristics of sample population

6)

Results (2) – Factor analysis

7)

Results (3) – Regression analysis

8)

Results (4) – Moderation analysis

9)

Results (5) – Moderation analysis

10)

Discussion & recommendations

(3)

‘What is the impact of (non) user generated websites on the relationship between the

determinants of customer experience and customer experience?’

(4)
(5)

High

customer

experience

Sociability

less

important

(low)

Trust

important

(high)

Functionality

important

(high)

Entertainment

less important

(low)

User generated websites

Non user generated websites

(6)

 Web-based

survey

made in Qualtrics

 29 questions with most of them 1 till 7 point

Likert

scales

 Independent variables: sociability, trust,

functionality & entertainment + (non) user

generated websites

 Dependent variables: e-commerce customer

satisfaction and e-commerce customer loyalty

 Analysis through

regression

&

moderation

analysis

(7)

Table 1

Sample profile (n = 151)

Demographic

n

Percent of sample %

Gender

Male

52

34,4

Female

99

65,6

Age

19 – 30

82

54,3

31 – 40

14

9,3

41 – 50

21

13,9

51 – 60

21

13,9

60+

13

8,6

Type of website

Non User generated

websites

144

95,4

User generated websites

51

33,8

Both Non User

Generated and User

generated websites

44

29,1

(8)

Table 3

Means and Standard Deviations on the

constructs influencing customer experience and

customer experience constructs

Construct

n

M

SD

Sociability

151

5,0795

1,33553

Trust

151

5,8444

,88353

Functionality

151

5,9305

,84812

Entertainment

151

6,1639

,74780

E-commerce

customer

satisfaction

151

5,8300

,83787

E-commerce

customer loyalty

151

5,9669

,93927

(9)

Table 4

Multiple

Regression

e-commerce

customer

satisfaction

predicted by the constructs

Construct

B

p

VIF

Sociability

.174

.003

1

Trust

.172

.004

1

Functionality

.513

.000

1

Entertainment

.424

.000

1

Notes. R

2

= .503, R

2

adjusted = .490

Table 5

Multiple Regression e-commerce customer loyalty predicted by the

constructs

Construct

B

p

VIF

Sociability

.237

.000

1

Trust

.253

.000

1

Functionality

.362

.000

1

Entertainment

.472

.000

1

Notes. R

2

= .474, R

2

adjusted = .460

(10)

Table 7

Moderation analysis e-commerce customer satisfaction predicted by the constructs * (non) user generated websites

Construct B p Constant .924 .273 Sociability 1.239 .194 Trust -.003 .991 Functionality .337 .691 Entertainment -.500 .514 Non User Generated website -.191 .282 User Generated website -.071 .593 Non User Generated Website * Sociability -1.102 .230 Non User Generated Website * Trust .218 .437 Non User Generated Website * Functionality .205 .803 Non User Generated Website * Entertainment .912 .226 User Generated Website * Sociability .098 .198 User Generated Website * Trust -.055 .493 User Generated Website * Functionality -.145 .065 User Generated Website * Entertainment -.008 .912

Notes. R2 = .555, R2adjusted = .510, R2change = .051

(11)

Results (5) – Moderation analysis

Table 8

Moderation analysis e-commerce customer loyalty predicted by the constructs * (non) user generated websites Construct B p Constant 1,208 .150 Sociability 2,516 .009 Trust .309 .306 Functionality -.742 .378 Entertainment -.755 .321 Non User Generated website -.245 .165 User Generated website -.049 .435 Non User Generated Website * Sociability -2.271 .014 Non User Generated Website * Trust .008 .977 Non User Generated Website * Functionality 1.101 .179 Non User Generated Website * Entertainment 1.181 .115 User Generated Website * Sociability .012 .876 User Generated Website * Trust -.148 .064 User Generated Website * Functionality -.111 .152 User Generated Website * Entertainment .037 .612

(12)

Discussion & recommendations

 Sociability, trust, functionality and entertainment indeed positively influence customer experience

 While the constructs defined in the literature review where shown to be important for a positive customer experience, the

degree to which they need to be integrated in a website can differ!

(13)

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