A model of business-to-consumer electronic commerce user satisfaction

Abstract

This thesis examines factors which lead to increases in user satisfaction in electronic commerce activities. A model was developed that proposes a set of variables (constructs) believed to be related to business-to-consumer electronic commerce user satisfaction. The model contains two sections. The first consists of external factors, the second consists of internal factors. Given the time and length restrictions of the master's thesis, only the second portion of the model was empirically tested. The research model consists of three major constructs believed to be related to business-to-consumer electronic commerce user satisfaction: (1) site content, (2) site quality and (3) trust. It also includes one moderating factor, namely individual characteristics. Their relationship to the dependant variable electronic commerce user satisfaction was explored. A questionnaire was developed to measure: (1) site content, (2) site quality, (3) trust and (4) electronic commerce user satisfaction. The sample consisted of 38 practitioners and 40 students enrolled in Information Systems and Electronic Commerce courses at Victoria University of Wellington during the first trimester 2002. Reliability analysis, confirmatory factor analysis, analysis of the measurement models, evaluation of the structural model and independent t-tests were conducted using SPSS 10.0 and AMOS 4.0. Analysis revealed that the site content, site quality and ecommerce user satisfaction scales were problematic. They were modified and the measurement and structural models were re-evaluated. The results provided strong support for several of the relationships posited in the research model. Further research is needed to confirm the relationships examined here, and to extend the model. The study validated an instrument which measures constructs related to business-to-consumer electronic commerce user satisfaction. The instrument can be used in future studies of electronic commerce user behaviour.