Satisfaction, Trust and Familiarity in Online Retailing and Moderating Role of Experience

Abstract

Objective: The objective of this study is to analyze the relationship among satisfaction, trust and familiarity in the context of online retailing and to evaluate the moderating effect of experience.

Method: This research conducted a cross-sectional survey with 190 Brazilian users of electronic commerce in order to address these theoretical gaps. To test the formulated hypotheses, four regression models were analyzed.

Results: Empirical evidence confirms the moderating effect of experience on the satisfaction-trust relationship. The better the consumer experience is, the effect of satisfaction on trust is stronger.

Theoretical contribution: Confirmation of the experience as a moderating variable on the satisfaction-trust relationship. Confirmation of the satisfaction-trust relationship, clarifying the interrelationship between these constructs. Speculation about the effect of familiarity on the perceived quality of the website and its potential implications.

Relevance and originality: This study discusses satisfaction, experience, confidence, and familiarity constructs in the specific context of the retailer's online shopping environment rather than the e-commerce in general. The focus is on the cumulative satisfaction, which considers the outcome of the company's performance over time.

Managerial implications: Managerial implications point to emphasize actions that enhance the user's experience with the website, such as speed of loading, immediate responses, ease of finding information and good design can influence the individual's experience on the website, increasing their satisfaction and confidence.