Website Attributes Internet
Effects of Website Attributes, Functioning As Risk Relievers, On Customer Trust, Satisfaction, And Revisit Intention: An empirical Study And Cross-Country Examination
Abstract
Website attributes have evolved gradually in an effort to keep pace with the advent of Internet and Information Technology. Numerous studies have been conducted to assess the role of these attributes in enhancing the web performance. Prior research works have analyzed their impact on satisfaction and loyalty of the e-customers. Designing of website interface has received much attention of the research community to address the goal oriented and hedonic aspects of Internet. In prior researches, both the aspects, in particular purchase situation, have been found to be of equal importance. In this proposed research, enjoyment has also been included to measure the effects of risk relievers on revisit intention by integrating it in the theoretical model. There is a lack of consensus, regarding categories of attributes that could cater to the diverse functions of online store websites. Limited empirical research studies exist, regarding their effects, on trust and satisfaction. In the proposed research, empirical analysis of effects of website attributes, acting as risk relievers, on consumer trust, satisfaction and revisit intention would be conducted in a cross country environment. The focus of study would be attributes of online stores in Ireland and India.
1) Research aims:
- To propose a theoretical model that examines the effects of website interface
attributes functioning as risk relievers, on trust, satisfaction and revisit intention
A-1.) Identify the website attributes that function as risk relievers.
A-2.) Categorize the attributes that optimize their functioning capacity as
perceived risk relievers.
A-3.) Design individual constructs for trust, satisfaction and revisit intention
based on their relationship with perceived risk relievers.
A-4.) Develop a consolidated theoretical model incorporating website interface
attributes and construct items designed in A-3.
A-5.) Test the validity of consolidated theoretical model.
B) To empirically validate the theoretical model
B.1.) Analyze the research methodology from prior research work.
B.2.) Design a suitable research methodology, in the backdrop, of identical
theoretical framework, across a cross-country platform.
B.3.) Apply appropriate mathematical and statistical concepts for empirical
conclusions.
B.4.) Test the applicability of empirical study for future research.
2) Introduction:
Proposed theoretical model is developed by analyzing the conceptual definitions of the elements relevant to its construction. Brief description followed by review of prior research work regarding the individual elements of this model are as follows
2.1) Website attributes: Attributes are features or aspects of websites that satisfies the needs of consumers in varying capacities. Attributes can be technology or user oriented. Technology oriented attributes are the structural properties of a site (e.g. hyperlink multimedia modalities), and user oriented attributes are qualitative experiences of users in relation to the structural properties of a site (e.g. navigability and demonstrability)
(Ming-Hui Huang, 2003). Research on attributes have gained prominence as they address the functions and objectives of a website that has an impact on customers behavior. Attributes have been divided in various categories, by researchers, to identify their significance in e-commerce activities. In the rapidly changing environment of Internet technology, there is a lack of consensus regarding ‘must have' and ‘optional attributes' (Dholakia et al. 2003). The attributes ‘complexity', ‘novelty' and ‘interactivity' has been cited by Huang et al (2003) to explain the hedonic and utilitarian aspect of websites. Dholakia et al. (2003) has based the study of attributes outlined by Ghose and Dou (1998) (customer support, marketing research, personal-choice helper, advertising/promotion/publicity, and entertainment) affecting consumer satisfaction and loyalty on attributes. The proposed research, needs to identify the attributes, from prior research works, that function as risk relievers in an online setting.
2.2) Perceived Risks: Perceived risk is thought of as an “uncertainty regarding possible negative consequences of using a product or service” and has been defined as “a combination of uncertainty plus seriousness of outcome involved” (Bauer 1960, 1967, Pavlou et al. 2002). The risk facets identified from various research works, that are relevant to this research are a) performance, b) financial, c) time, d) psychological, e) social and f) privacy risk. Perceived risk facets have been extensively studied in the online environment to understand the consumer behavior. Apart from these risks, transaction risk has gained significance due to customers concern regarding the safety and security of the intermediary medium through which the e-transaction takes place.
2.3) Perceived Risk Relievers: The concept of risk reliever is defined as a device or action, initiated by buyer or seller, to reduce the risk of loss when faced with the perceived risk in purchasing (Roselius 1971; Hanjun ko 2001). In a study to examine the effectiveness of four risk relievers in online shopping, Tan (1999), showed that reference group appeal, retailer's reputation, brand image and warranty had chronological importance. Various studies have shown that the preference and order of risk relievers relatively vary for different products and shopping situations. In pre-purchase situation, ‘customized information' feature on the website, serving individual preferences of customers, is also considered to be a risk reliever (Hong-youl Ha, 2002). Third party certification and refund policy have been considered as effective risk relievers. Third party certification reduces the security concerns of the intermediary medium by providing credibility to the vendor, where as, refund policy reduces the perceived psychological risks (anxiety, feeling of uneasiness, worry of financial loss). In this research, the website attributes perceived to reduce the loss anticipated by perceived risks, would be considered to act as risk relievers.
2.4) Intention to transact (Buying/Purchase Intention) in context of TAM model
The theory of reasoned action (TRA) explains consumer attitudes towards an action through behavioral intention (Ajzen et al. 1980). This model attempts to explain the relationship between user beliefs, attitudes, intentions, and actual system use. Davis (1989), proposed a Technology Acceptance Model (TAM) for predicting information systems usage, based on theoretical foundation of TRA (Park et al. 2001, Hassanein et al. 2004). Originally TAM investigated e-mail, word processing and graphics software (Davis 1989), TAM has been extensively researched for various information systems, such as, spreadsheets, voice mail, personal computing, telemedicine, expert system, and some other software (Park et al. 2001). According to TAM, perceived usefulness (PU) and perceived ease of use (PEOU) determine the intention to use information technology (Davis 1989). Pavlou (2003) integrated trust and perceived risk with TAM to predict online purchase intentions. The result of the study has conclusively shown that apart from PEOU and PU, trust and perceived risk have a major influence in online purchase intentions.
2.5) Concept of consumer trust and review of trust models:
Complexity of trust has been widely studied by the researchers. The reason for complexity has been attributed to its dynamic, evolving and multi-faceted nature (Hassanein et al. 2004). Physical separation of buyer and seller has a significant role in engendering online trust between the two parties (Chang et al. 2005). The frequently cited definition of trust in various context [according to Rousseau et al. 1998] is the “willingness of a party to be vulnerable”, as proposed by Mayer et al. (1995). To define consumer trust in Internet shopping context, Lim et al. (2001) adapted this definition as “the willingness of a consumer to expose himself/herself to the possibility of loss during an Internet shopping transaction, based on the expectation that the merchant will engage in generally acceptable practices, and will be able to deliver the promised products or services.” In an online shopping context, consumers are vulnerable and likely to expose themselves to loss if they (Kim et al. 2003): 1) provide their email address (making themselves vulnerable to receiving Spam email or other annoyances); 2) provide their shipping information (making themselves vulnerable to privacy invasion); 3) provide their credit card numbers (making themselves vulnerable to credit card fraud); 4) complete online purchase transactions (making themselves vulnerable to quality and service inadequacies).
Researchers have proposed a number of online trust models that offer insights into the antecedent of online trust. Chang et al. (2005) have developed a trust model based on the framework of trust production suggested by Zucker (1986). The rationale of the analysis of this model is based on the context of nature of ‘interaction' element in an online setting. They argue that trust formation process is different when the interaction is viewed as an ongoing process, that may take time for trust to build up between the affected parties, based on the knowledge of integrity and ability of the counterparts. As consumers face new online merchants/vendors while transacting online, the ‘ongoing interaction process', may be lacking in the context of Internet shopping. Study of trust formation, where initial extensive interaction may not be required, needs to be explored in other models.
The trust model has specific trust building mechanisms that engender customers' initial trust in online vendor. The trust building mechanisms considered by (Chang et al. 2005) are; process based trust, and institutional based trust. Their study has demonstrated that reputation of vendor, favorable return policy and third part certification have a positive effect on the levels of initial trust. They empirically concluded that the effectiveness of one mechanism depends on the presence or absence of the other mechanisms. This study needs to consider more elements of perceived risk reduction (e.g. brand information, consumer reference appeal etc.) to consider the broad outcome that explains the dependability of trust building mechanisms
The other trust model, Model of trust for e-commerce (MoTEC) proposed by Egger (2001), recommends measures for vendors/merchants to maximize the perceived trustworthiness in context of e-commerce user interface. The model is based on theoretical account of trust and various empirical studies. The model has developed three design principles; Trustworthiness communicated before customers have accessed the website (branding); during the online interaction (User Interface and User Experience design); after the online interaction (customer service and fulfillment). The author elaborates on, future research potential for a structured trust specific design method, to measure consumer trust by concentrating on the iterative development of the MoTEC model.
Consumers form trust towards e-commerce by gathering information from different sources (Jarvenpaa et al. 2000), there is little knowledge about this information gathering process and the strategies consumers use to evaluate the trustworthiness of e-vendors (Kyosti Pennanen, 2005). The theoretical model proposed by Pennanen (2005) identifies three types of trust elements: dispositional, interpersonal and institutional trust. He has maintained distinction between the concepts of trust and trustworthiness by elaborating in details on the latter's dimensions in context of e-commerce, namely; competence, benevolence and integrity. He emphasizes that consumer characteristics (e.g. demographics, psychographics, culture, personal values, personality traits and experience) play an important role in consumers e-trust related behavior. Though this model has not been tested empirically, it provides foundation to develop a better understanding of the trust formation process.
Kim and Benbasat (2004) have proposed a framework for evaluation of trust related arguments, expected to increase consumer trust. The key trust related issues identified in the framework are: personal information, product quality and price, customer service and store presence. Their evaluation method is based on comparison of trust related issues presented in Lee and Turban (2001) trust model and customer resource life cycle framework (Ives and Learmonth, 1984). After consolidation, they have identified trust issues validated by equivalent outcomes of surveys conducted by Head & Hassanein and Angus Reid Group, respectively. It has been concluded in the study that the proposed framework was developed based on academic literature and generalization may require more empirical tests.
In the proposed theoretical model of this research) are adapted from theoretical model of (Pennanen et al. 2005), and empirical models of (Balasubramaniam et al. 2003; Chang et al. 2005).
2.6) Enjoyment
Enjoyment has been defined as the extent to which the perception of using a system is found to be enjoyable, apart from any anticipated performance consequences (Caroll 1988; Malone 1981, Hassanein et al. 2004). Davis et al. (1992) considered enjoyment as intrinsic motivation for adopting technology, in contrast to the PU and PEOU constructs of the TAM model, classified as extrinsic motivations (Hassanein et al. 2004). Several studies have integrated enjoyment as a construct in Web adoption studies and found that enjoyment has a positive impact on; frequency of internet usage (Teo et al. 1999), revisit to the website (Koufaris et al. 2002), perceived ease of use (Venkatesh 2000), attitude (Vanderheijden 2003, Childers et al. 2001, Hassanein et al. 2004).
In the proposed theoretical model, enjoyment has been included, owing to its positive relationship with buying intention
2.7) Satisfaction and revisit intention
According to Broekhuizen Thijs, (2006) consumer satisfaction is the result of a comparison between consumer's prior expectations and the perception of what is actually received (Oliver 1980) and is universally agreed to be a post purchase and/or pre use evaluation (Oliver 1981). Website attributes have extensively researched to measure their impact on satisfaction. In prior researches, website attribute are segregated in different categories which have been modeled to measure the effect of attributes on satisfaction. Dholakia et al (2003) has measured overall satisfaction based on the attribute categories identified by Ghose and Dou (1998). Cheung and Lee (2005) have studied the asymmetric effect of attributes on web satisfaction based on the attribute categories, information quality and system quality, identified by Mckinney et al. (2002). Time savings and cost savings have a significant effect on satisfaction, when website attributes provide decision support to the three phases of consumer decision making process namely, intelligence, design and choice (Kohli et al. 2004). IT innovation has changed technological ability of information transmission and accumulation and relatively affected the ability of information processing by humans (Miho et al. 2004). A streamlined decision support during these phases of information processing can lead to increased satisfaction and loyalty (Kohli et al. 2004). In an online investment environment, trust is found to influence customer satisfaction and depends on perceived operational competence (of online broker), perceived trustworthiness (of online broker and intermediary system mechanisms) and price (Balasubramaniam et al. 2003). It remains to be seen if the findings of this study could be applied in online store purchase environment. In the proposed theoretical model, the the relationship of trust and satisfaction is adapted from the model proposed by Balasubramaniam et al. (2003)
In an online context, customer loyalty refers to the attitudinal and behavioral response towards a store or a brand expressed over time by customers (Bloemer et al. 1995, Jacoby et al. 1978). Various studies have found that perceived quality, perceived value and satisfaction (when mediates through repurchase intention), have a positive impact on loyalty. The idea of this research is to explore the effects of attributes that leads to revisit the website (it could be once or maybe more) considering buying intention and satisfaction as antecedents of revisit intention. The study of loyalty is beyond the scope of proposed research as it deals with revisit intention with an intention to purchase. As the proposed research doesn't consider the customer evaluation mechanisms of perceived quality and perceived value, the focus of this research is restricted to revisit intention. The examination of relationship between buying intention, satisfaction and revisit intention becomes more important. In the concluding stage of proposed theoretical model buying intention (BI) variable has been linked with satisfaction variable to determine the effects of website attributes on ‘revisit intention'
3) Hypotheses development:
The theoretical model provides the groundwork for hypotheses formation, based on the individual constructs for trust, satisfaction and revisit intention. Preliminary conceptualization of hypotheses would be based on the prior work. The hypotheses for the consolidated theoretical model would be validated or rejected after structural equation modeling (SEM) analysis is applied to the data.
4) Research Methodology: The research methodology described below would be identical, in context of B2C (business-to-consumer) e-commerce environment in Ireland and India. The idea is to compare the results obtained by the research methodology for the individual country. These results could differ and have strong implications to explore further in a cross-cultural (individualist versus collectivist) context. However, this is a matter of further research in future and the proposed research is confined to the comparison of results in a cross-country study.
4.1) Conceptual design: This study includes two categories of three websites each; one for purchase of electronic goods and other for purchase of apparel as a gift item. The idea is to integrate the utilitarian and hedonic aspect of purchase behavior in this study. Websites in each category have identical nature of business. One category deals with sale of electronic products and the other category deals with sale of apparel items for kids and adults. Each category websites have assortment of products. The subjects would have to choose one product from each category (one cell phone and one casual wear jacket). The websites considered for the research would be real websites and the study considers hypothetical purchase of the products by subjects.
4.2) Subject selection procedure: The basic assumption of this research is that the subjects participating in this research should have a preliminary experience of online purchase or online transactions. As the university going students have good interactive experience with online transaction, the subjects would be included from undergraduate and postgraduate levels of study. Subjects from both the levels of education would represent the homogenous mix of experienced and less experienced online buyers.
4.3) Questionnaire development: This development takes place in to stages; pre-filter and post-filter. Each subject would be presented with a questionnaire related to the demographics (age, gender and experience online) and psychographics (interest in electronic goods or interest in shopping of clothes). This part of questionnaire development would filter out the subjects that have no experience of online purchasing and no interest in purchasing of items outlined for the proposed research.
The post-filter development would consider an exhaustive questionnaire consisting of three levels. First level would address the influence of risk reliever functions on trust, the second level would address the influence on satisfaction and the third level would address the influence on revisit intention respectively. The questionnaire designed for this study would consider the items that have been used and tested in prior studies.
4.4) Content Validity: A valid constuct draws representative questions from a universal pool (Cronbach 1971) and content validity is assessed by examination of process by which the items are generated (Straub 1989). The items for each construct of the theoretical model have been well defined in the previous studies. Items that have been demonstrated to have content validity would be used in the construct.
4.5) Construct Validity: Constructs are valid if high correlation exists between measures of same construct (convergent validity) and relatively low correlations exist between measures of constructs (discriminant validity). For Convergent validity of measurements, Fornell and Larcker (1981) proposed three measures:
4.5.a) Item reliability of each measure - Principle component factor analysis is
recommended (Straub 1989).
4.5.b) Composite reliability of each construct - this is assessed by Cronbach's a value.
4.5.c) Average variance extracted for each construct - This should exceed (0.5)
For discriminant validity, Fornell and Larcker (1981) suggests that the correlations between items in any two constructs should be lower than the square root of the average variance shared by items within a construct.
4.6) Structural Equation Modeling (SEM): As pointed out in the study of
Hassanein et al. (2004), SEM has many advantages over traditional methods like
multiple regression.
4.6.a) SEM does not involve assumptions of homogeneity in variances and co-variances
of the dependent variable across groups; it corrects measurement error in the variable measurements; it allows a more complete modeling of theoretical
relations; and it can simultaneously test the structural and measurement models
(Bagozzi et al. 1989; Gefen et al. 2000b).
4.6.b) SEM provides a more complete analysis for the inter-relationships in a model
(Fornell 1982).
Two methods suggested for SEM are variance-based Partial Least Square (PLS) method and covariance based LISREL. Depending on the size of the data, one of these methods can be adopted in the proposed research. The model validity is primarily assessed by examining the structural paths and R2 values (Chwelos et al. 2001). The results of SEM should support the hypotheses at a minimum p < 0.05 level.
4.7) Results: The findings from the SEM modeling may support the hypotheses (completely or partially) and may not support some of the hypothesis in the theoretical model. The overall findings of the SEM may be used to analyze the central theme of the research. The extent to which website attributes influence trust, satisfaction and revisit intention would be evident, in the context of risk relievers.
5) Contribution of proposed research from an academic perspective
The results obtained from the research would have a significant impact on explanation of
e-commerce purchase behavior of buyers in Ireland and India. Most of the theoretical and empirical research has been conducted in an environment where e-commerce activities are well established (developed countries) and less research work has been done to find its applicability in countries where e-commerce is in its nascent stage of development (developing countries). Consumer behavior differs across cultures and study of trust, satisfaction and loyalty, in online context, has received attention of the research community (Cyr et al. 2005). The results of proposed research would provide framework for integrating the impact of culture in trust, satisfaction, and loyalty (through revisit intention) for future studies. Some of the important issues that become relevant for future research are as follows:
- In the proposed model, demographic and experience of subjects have been considered to create the construct for trust. Inclusion of cultural elements and its impact on dispositional trust would be more representative in its ability to analyze the overall trust. Pennanen's (2005) proposed theoretical trust model could be adapted with the findings of this research.
- In the proposed theoretical model, trust is an antecedent of satisfaction and price is assumed to have negative relation with satisfaction. Various studies have been conducted to analyze the price dispersion, across the channels (Broekhuizen 2006). In a cross-cultural online purchase context, relatively less work has been done to explore its implications on satisfaction. The findings of this research would necessitate further research in the improvement of model for satisfaction.
- The adapted TAM model of this research includes, perceived risks and enjoyment variables to predict buying intentions. As perceived risks and enjoyment would differ in a cross-cultural setting, the results of this research would encourage undertaking future research to measure buying intention and revisit intention.
- The results of this research also provides a ground work for further research in developing a model to include loyalty and explore its relationship with satisfaction, mediated through ‘revisit intention' and ‘revisit with an intention to purchase'.
- This research has been modeled to test its applicability on websites that sell apparel and electronic goods. The findings could lead to further generalization for future study of websites with different product categories.
6) Contribution of proposed research from a practitioner perspective
From a practitioner perspective, understanding the motivation of customer to shop online is of primary significance. Consumers shop differently depending on whether their motivations are experiential or goal oriented. Online shopping is more likely to be goal oriented than experential (Wolfinbarger et al. 2001). However, Childers et al. (2001) suggest that experiential (hedonic) aspects play an important role in developing positive attitude towards shopping. Prior studies have shown that online shoppers gain more control and freedom through convenience/accessibility, selection and information availability (Wolfinbarger et. al. 2001). Despite the benefits of online shopping, e-retailers/vendors have to face the challenge of inconvenience experienced by customers in online purchasing (e.g. difficulty in quality assessment, insecurity about payments, privacy invasion, and postponed gratification).
As website is a sole point of contact between a retailer and customer, understanding the motivation of customer to cross the divide between inconvenience and convenience, becomes a priority. The role of website interface attributes is quiet evident in developing trust and inducing satisfaction, the way they do it becomes more relevant in practice.
This research provides a positive feedback to the retailers in developing an understanding of trust and satisfaction, in the context of risk relievers. The emphasis should be on interface design principles that measure the relationship of risk relievers with trust and satisfaction that in turn, positively affect revisit intention. A proper mix of relevant attributes that address this relationship is relevant to the effective interface design.
To summarize, it would be appropriate to assume that the findings of this research would help retailers identify
- Relationship of risk relievers with trust, to develop trustworthiness
- Relationship of risk relievers with satisfaction, to build credibility
- Relationship of risk relievers with revisit intention, to increase revisit frequency.
- Interdependence of risk relievers, trust, and satisfaction, to improve website performance
- Influence of attributes that might not be relevant to their design.
However, the priority of the retailers is to attract customers and motivate them to patronize the website again with intention to purchase. The customer centric objective could be made more effective considering a cross-cultural perspective of this proposed model. This is a matter of future research and could serve well in practice.
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