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.
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
‘What is the impact of (non) user generated websites on the relationship between the
determinants of customer experience and customer experience?’
High
customer
experience
Sociability
less
important
(low)
Trust
important
(high)
Functionality
important
(high)
Entertainment
less important
(low)
User generated websites
Non user generated websites
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
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
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
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
2adjusted = .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
2adjusted = .460
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
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