The effect of meta-commerce consumption value on consumer satisfaction and continuous usage intention: the moderating roles of meta-verse involvement and consumer competency

Nayeon Kim · Woo‐Hyuk Kim

12 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Purpose The purpose of this study is to investigate the relationships between Meta-commerce consumption value, consumer satisfaction and continuous usage intention in light of the moderating effects of involvement and consumer competency. Design/methodology/approach A survey for hypothesis testing was conducted targeting 200 domestic consumers in South Korea aged 19 years and above with experience in Meta-commerce. In order to examine the data, we used exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling using SPSS and AMOS. Findings The paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail. Originality/value The paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2001Consumer perceived value: The development of a multiple item scale 1992A National Customer Satisfaction Barometer: The Swedish Experience 1991Why we buy what we buy: A theory of consumption values

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