The Effects of Involvement on E-Satisfaction Models

Abstract

E-tailing has changed the fundamental structure of marketing channels and consumer behavior. At the same time, consumer satisfaction is becoming even more critical to the survival and growth of e-tailers as they face both traditional and nontraditional competition. The two main objectives of this study are to find: (a) whether the disconfirmation model or the perceived performance model is better to explain the satisfaction of e-shopping for the high involvement decision group and the low involvement decision group, and (b) the relationship between the level of e-satisfaction and the probability of shopping at the same e-tailer for these two groups. The study found that for both low involvement and high involvement cases, the performance model clearly was superior to the disconfirmation model. The results also supported the relationships between e-shopping satisfaction and purchase intention in both levels of involvement.