The Moderating Effect of On-line Experience on the Antecedents and Consequences of On-Line Satisfaction

The purpose of the present study is to test the moderating effect of on-line experience on antecedents to on-line satisfaction and on the relationship between on-line satisfaction and loyalty. A survey (n 836) was conducted to test the differences between high and low online experience respondents. The relationship between on-line satisfaction and on-line loyalty is stronger for consumers with more online experience than for consumers with less on-line experience. Another key finding is that antecedents to on-line satisfaction also differ between high and low on-line experience consumers. Implications indicate that organizations may develop and provide differentiated services to highand low-experience consumers. © 2005 Wiley Periodicals, Inc. Psychology & Marketing, Vol. 22(4): 313–331 (April 2005) Published online in Wiley InterScience (www.interscience.wiley.com) © 2005 Wiley Periodicals, Inc. DOI: 10.1002/mar.20061