The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience

Figures & data

Figure 1. Proposed research model

Table 1. Demographic profiles

Measure	Categories	Frequency	Percentage
Age	18–24	181	63.1
	25–29	57	19.9
	30–34	21	7.3
	35–49	21	7.3
	50–54	7	2.4
Gender	Male	110	38.3
	Female	176	61.3
Monthly spending	Up to R1 000	49	17.1
	More than R1 000 to R2 000	77	26.8
	More than R2 000 to R3 000	43	15.0
	More than R3 000 to R4 000	17	5.9
	More than R4 000 to R5 000	18	6.3
	More than R5 000 to R6 000	83	28.9
Website used for purchases	Takealot.com	108	35.4
	Zando.co.za	22	7.2
	Spree.com	48	15.7
	Bidorbuy. co.za	12	3.9
	Amazon.com	37	12.1
	Others	60	19.7
Length of using website	At least 6 months	86	30.0
	6 months or longer but less than 1 year	77	26.8
	1 year or longer but less than 3 years	82	28.6
	3 years or longer but less than 5 years	29	10.1
	5 years or longer but less than 10 years	11	3.8
	Longer than 10 years	2	0.7
Products mostly purchased	Food	15	5.2
	Clothing	131	45.6
	Electronic gadgets	97	33.8
	Events tickets	16	5.6
	Other	28	9.8

Table 2. The rotated component matrix

Items	Information quality	Product variety	Perceived security	Customer loyalty	Customer satisfaction	Product delivery	Privacy concerns
IQ1	.787	.021	.019	.073	.090	.013	.249
IQ2	.838	.087	.128	.039	.075	.047	.099
IQ3	.809	−.020	.089	.082	.016	.110	.085
IQ4	.757	.102	.108	.071	.073	.161	.180
IQ5	.733	.047	.124	.169	.155	.170	.147
IQ6	.786	.082	.133	.097	.108	.103	.022
PC1	.253	.052	.175	.055	.127	.034	.759
PC2	.266	.123	.165	.053	.000	.078	.802
PC3	.167	.077	.257	.097	.146	.058	.804
PS1	.139	.033	.754	.092	.181	−.008	.244
PS2	.118	−.007	.882	.101	.138	.001	.142
PS3	.124	.035	.863	.157	.088	.092	.119
PS4	.164	.082	.795	.110	.139	.183	.110
PD1	.195	.101	.100	.155	.290	.630	−.015
PD2	.165	.119	.063	.181	.193	.775	.015
PD3	.106	.200	.099	.092	.149	.869	.067
PD4	.098	.205	.019	.110	.156	.797	.104
PV1	.066	.652	−.013	.162	.079	.325	.145
PV2	.045	.706	−.089	.165	−.110	.232	.064
PV3	.061	.879	.049	.101	.116	.070	.072
PV4	.035	.853	.075	−.011	.159	.086	.059
PV5	.079	.742	.110	.021	.214	.023	−.037
CS1	.102	.174	.196	.176	.757	.210	.182
CS2	.186	.117	.142	.282	.782	.285	.088
CS3	.180	.161	.197	.317	.744	.243	.061
CS4	.093	.142	.182	.375	.728	.245	.056
CL1	.140	.137	.183	.724	.362	.188	.068
CL2	.146	.107	.150	.735	.381	.146	.072
CL3	.137	.084	.117	.851	.156	.161	.080
CL4	.093	.101	.086	.825	.137	.092	.036

Note 1. Extraction method of principal component analysis. Rotation method of varimax with Kaiser normalisation. Rotation converged in six iterations. Significant factor loadings [Y = > 0.6].

Figure 2. Measurement model

Note 3. Info = Information quality; Priv = Privacy; Se = Security; Var = Product variety; De = Delivery; Sa = Satisfaction; Lo = Loyalty

Figure 3. Structural model

Note 4. Info = Information quality; Priv = Privacy; Se = Security; Var = Product variety; De = Delivery; Sa = Satisfaction; Lo = Loyalty. p < .05*; p < .01**; p < .001***

Table 3. Discriminant validity

Factor	CR	AVE	MSV	MaxR(H)	Loyalty	Privacy	Info.Q	Delivery	Variety	Security	Satisfied
CL	0.893	0.677	0.545	0.908	0.823
PC	0.832	0.623	0.259	0.840	0.321	0.790
IQ	0.849	0.654	0.245	0.872	0.420	0.495	0.809
PD	0.876	0.703	0.311	0.902	0.439	0.255	0.374	0.838
PV	0.861	0.675	0.134	0.878	0.290	0.239	0.207	0.361	0.821
PS	0.898	0.688	0.259	0.907	0.405	0.509	0.368	0.241	0.168	0.829
CS	0.922	0.748	0.545	0.930	0.738	0.365	0.441	0.558	0.366	0.456	0.865

Note 2. Composite reliability = CR; average variance extracted = AVE; bold values = the square root (√) of AVE.

Table 4. Structural model results

Paths	Dependent	Independent	Estimate (β)	t-value	p-values≤
H1	Satisfaction	Information	0.159	2.424	0.015
H2	Loyalty	Information	0.119	2.135	0.033
H3	Satisfaction	Privacy	0.014	0.193	0.847
H4	Satisfaction	Security	0.279	4.396	0.001
H5	Satisfaction	Variety	0.148	2.617	0.009
H6	Satisfaction	Delivery	0.375	5.911	0.001
H7	Loyalty	Satisfaction	0.689	10.542	0.001

Note 5: p < .05*; p < .01**; p < .001***

Table 5. Moderation of e-commerce experience (control variable)

Model 1. Moderation of e-commerce on the relationship between product delivery and satisfaction
R	R^2	MSE	F	df1	df2	p-value
0.5684	0.3231	0.5063	11.9338	11.0000	275.0000	0.0000
	(β)	se	t-value	p-value	LLCI	ULCI
Constant	1.9243	0.8435	2.2812	0.0233	0.2637	3.5849
Product delivery	0.5277	0.1892	2.7894	0.0056	0.1553	0.9002
[W2] 6 months < 1 year	−0.4417	0.9294	−0.4753	0.6350	−2.2714	1.3879
[W3] 1 year < 3 years	−0.0657	0.9354	−0.0702	0.9441	−1.9071	1.7758
[W4] 3 years < 5 years	−1.1403	1.2135	−0.9397	0.3482	−3.5293	1.2486
[W5] 5 years < 10 years	−4.6195	1.6502	−2.7994	0.0055	−7.8681	−1.3710
[W6] >10 years	7.0757	3.8144	1.8550	0.0647	−0.4333	14.5848
Int_1	0.0762	0.2092	0.3640	0.7161	−0.3357	0.4881
Int_2	0.0281	0.2108	0.1334	0.8940	−0.3868	0.4430
Int_3	0.2513	0.2707	0.9283	0.3541	−0.2816	0.7842
Int_4	1.0489	0.3972	2.6410	0.0087	0.2670	1.8308
Int_5	−1.5277	0.8431	−1.8121	0.0711	−3.1875	0.1320
Model 2. Moderation of e-commerce on the relationship between satisfaction and loyalty
R	R^2	MSE	F	df1	df2	p-value
0.6805	0.4630	0.5188	21.5563	11.0000	275.0000	0.0000
	(β)	se	t-value	p-value	LLCI	ULCI
Constant	1.1748	0.8027	1.4635	0.1445	−0.4055	2.7551
Customer satisfaction	0.6618	0.1793	3.6909	0.0003	0.3088	1.0148
[W2] 6 months < 1 year	−1.0838	0.8734	−1.2409	0.2157	−2.8032	0.6356
[W3] 1 year < 3 years	1.0713	0.8887	1.2054	0.2291	−0.6783	2.8208
[W4] 3 years < 5 years	−0.1150	1.0008	−0.1149	0.9086	−2.0851	1.8552
[W5] 5 years < 10 years	−2.2209	1.1112	−1.9986	0.0466	−4.4085	−0.0333
[W6] >10 years	2.8252	3.8503	0.7338	0.4637	−4.7545	10.4050
Int_1	0.2403	0.1975	1.2170	0.2247	−0.1484	0.6291
Int_2	−0.2517	0.2000	−1.2588	0.2092	−0.6453	0.1419
Int_3	0.0514	0.2261	0.2275	0.8202	−0.3936	0.4965
Int_4	0.5309	0.2719	1.9529	0.0518	−0.0043	1.0661
Int_5	−0.6618	0.8508	−0.7779	0.4373	−2.3368	1.0131

Figure 4. Moderation of e-commerce on the relationship between product delivery and satisfaction

Figure 5. Moderation of e-commerce on the relationship between customer satisfaction and loyalty

Table 6. Websites preferred when making online purchases

Web stores	N	%	Valid %	Cumulative %	Bootstrap for percentage
					Bias	Std error	95% confidence interval
							Lower	Upper
	18	5.9	5.9	5.9	.0	1.4	3.3	8.9
Takealot.com	108	35.4	35.4	41.3	.0	2.9	30.2	41.3
Zando.ac.za	22	7.2	7.2	48.5	.0	1.5	4.6	10.2
Spree.com	48	15.7	15.7	64.3	.0	2.2	11.5	20.0
Bidorbuy.co.za	12	3.9	3.9	68.2	.0	1.1	2.0	6.2
Amazon.com	37	12.1	12.1	80.3	.0	1.9	8.5	15.7
Other	60	19.7	19.7	100.0	.0	2.3	15.4	24.3
Total	305	100.0	100.0		.0	.0	100.0	100.0

Note 7. Unless otherwise noted, bootstrap results are based on 1 000 bootstrap samples.

Table

		Descriptive statistics						CFA1		CFA2
Cod	Items	M	Std dev.	Skew	Kurt	CI-TC	SMC	Factor load	t-values	Factor load	t-values	AVE	CR
Information quality adapted from Park and Kim (2003).												0.654	0.849
IQ1	This site provides up-to-date product information	4.17	.771	−1.404	3.352	.724	.577	.779	13.324	-	-
IQ2	This site provides sufficient product information	4.09	.793	−1.054	1.739	.777	.643	.826	14.220	-	-
IQ3	This site presents product information easy to understand	4.18	.762	−1.315	3.169	.725	.570	.771	13.434	-	-
IQ4	The product information is consistent	4.16	.792	−1.194	2.348	.727	.563	.771	Fixed	.757	Fixed
IQ5	The product information is playful	4.11	.813	−.999	1.343	.722	.595	.767	13.636	.895	13.628
IQ6	The product information is relevant	4.18	.821	−1.417	2.929	.725	.564	.763	13.335	.767	12.725
Privacy concerns adapted from Z. Chen et al. (2012).												0.623	0.832
PR1	The website clearly explains how the user information will be used	4.06	.910	−1.246	1.649	.656	.431	.742	12.580	.735	12.506
PR2	Only the personal information necessary for the transaction to be complete needs to be provided	4.14	.837	−1.348	2.521	.691	.486	.789	13.373	.789	13.235
PR3	The information regarding privacy policy is clearly presented	4.13	.967	−1.328	1.613	.722	.525	.835	Fixed	.841	Fixed
Perceived security adapted from Park and Kim (2003).												0.688	0.898
PS1	My private information is managed securely on this site	3.77	1.191	−.792	−.420	.700	.545	.766	13.480	.766	13.483
PS2	I am sure that payment information will be protected in this site	3.95	1.000	−.950	.340	.834	.701	.885	16.173	.885	16.176
PS3	This site provides detailed information about security	3.92	.984	−.835	.222	.802	.673	.864	16.685	.864	16.689
PS4	I am afraid that my private data will be used in an unwanted manner (R)	3.92	1.009	−.970	.479	.726	.584	.797	Fixed	.797	Fixed
Product variety adapted from Liu et al. (2008).												0.675	0.861
PV1	The product range of this website is not clear (r)	4.23	.662	−1.316	4.262	.606	.400	.656	12.243	-	-
PV2	The product range of this website is clear	4.20	.757	−1.373	3.181	.588	.415	.644	12.084	-	-
PV3	The products of other similar websites can be found at this site	4.30	.663	−1.282	3.913	.807	.667	.891	Fixed	.843	Fixed
PV4	Most of the products I need can be found on this site	4.29	.713	−1.426	3.945	.752	.626	.833	17.297	.886	15.517
PV5	There are more choices for goods of a particular type at this site	4.22	.772	−1.356	2.878	.598	.456	.686	12.898	.727	13.158
Product delivery adapted from Z. Chen et al. (2012); Liu et al. (2008)												0.703	0.876
DE1	The product is delivered by the time promised	4.03	1.031	−1.156	.749	.606	.375	.653	11.385
DE2	I get what I have ordered from this site	4.27	.804	−1.508	3.163	.721	.548	.786	Fixed	.769	Fixed
DE3	The items sent by the site are well packed and perfectly sound	4.31	.756	−1.415	2.846	.798	.692	.903	16.167	.923	15.660
DE4	I am satisfied with the delivery mode of the website (post, express delivery, home delivery)	4.33	.778	−1.631	3.658	.702	.587	.812	14.334	.815	14.211
Customer satisfaction adapted from Kassim and Abdullah (2008) and Ribbink et al. (2004).												0.748	0.922
CS1	I am generally pleased with this company’s online services	4.15	.937	−1.465	2.356	.751	.572	.786	Fixed	.786	Fixed
CS2	The website of this online company is enjoyable	4.07	.923	−1.222	1.486	.863	.749	.907	17.634	.907	17.639
CS3	I am very satisfied with this company’s online services	4.02	.980	−1.170	1.208	.845	.720	.894	17.293	.894	17.290
CS4	I am happy with this online company	4.07	.934	−1.158	1.236	.810	.679	.867	16.466	.867	16.465
Customer loyalty adapted from Ribbink et al. (2004).												0.677	0.893
CL1	I will recommend this online company to other people	3.94	1.109	−1.089	.489	.782	.675	.884	Fixed	.884	Fixed
CL2	I would recommend this company’s website to others	4.00	1.074	−1.176	.718	.782	.672	.882	20.489	.882	20.505
CL3	I intend to continue using this online company	3.64	1.081	−.627	−.320	.803	.654	.806	16.947	.806	16.942
CL4	I prefer this online company above others	3.67	1.162	−.750	−.261	.697	.538	.706	13.652	.706	13.647

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