Managing motives and design to influence web site revisits

Sertan Kabadayi · Reetika Gupta

39 citations0/0 files storedJournal of Research in Interactive Marketing

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to better understand the relationship between web site design characteristics and revisit intention by examining the roles of satisfaction and consumer motives, thus providing managers with strategies that they can adopt to secure revisiting consumers at their web sites. Design/methodology/approach This paper uses survey method to collect data from 238 respondents and mediation hypotheses are tested with structural equation modelling using LISREL. Findings The results indicate that for goal‐directed consumers web site content and customization play a more significant role in influencing their satisfaction and revisit intentions than convenience. However, for experiential consumers, content and convenience play a more significant role in satisfaction and revisit intentions than customization options at a web site. Research limitations/implications One type of online business is used as a stimulus in this study. Future studies may include different types of web sites. Also, researchers in the future may use actual behavior, instead of intention, to increase the validity of the results. Practical implications This paper suggests that marketers interested in revisiting consumers should focus on web site characteristics that lead to satisfaction during their web visit. Also, marketers need to pay attention to the consumer motives at the web site, so that the web site characteristics can be tailored to the motives and would ultimately lead to positive consumer outcomes. Originality/value This is the first paper that investigates the moderating effect of consumer motives and mediating effect of web site satisfaction on web site characteristics and revisit intention relationship.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1985Intrinsic Motivation and Self-Determination in Human Behavior 1988On the Evaluation of Structural Equation Models 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1988Intrinsic Motivation and Self-Determination in Human Behavior 2003The DeLone and McLean Model of Information Systems Success: A Ten-Year Update

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