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Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market

Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market

Michail N. Giannakos, Adamantia G. Pateli, Ilias O. Pappas
Copyright: © 2013 |Pages: 21
ISBN13: 9781466626546|ISBN10: 1466626542|EISBN13: 9781466626850
DOI: 10.4018/978-1-4666-2654-6.ch005
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MLA

Giannakos, Michail N., et al. "Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market." Mobile Opportunities and Applications for E-Service Innovations, edited by Ada Scupola, IGI Global, 2013, pp. 77-97. https://doi.org/10.4018/978-1-4666-2654-6.ch005

APA

Giannakos, M. N., Pateli, A. G., & Pappas, I. O. (2013). Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market. In A. Scupola (Ed.), Mobile Opportunities and Applications for E-Service Innovations (pp. 77-97). IGI Global. https://doi.org/10.4018/978-1-4666-2654-6.ch005

Chicago

Giannakos, Michail N., Adamantia G. Pateli, and Ilias O. Pappas. "Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market." In Mobile Opportunities and Applications for E-Service Innovations, edited by Ada Scupola, 77-97. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-2654-6.ch005

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Abstract

The scope of this paper is to examine the perceptions which induce the Greek customers to purchase over the Internet, testing the direct effect of experience and the moderating effect of satisfaction. A review of research conducted in the Greek online market demonstrates that satisfaction, self-efficacy, and trust keep a prominent role in the Greek customers’ shopping behavior. To increase understanding of this behavior, two parameters of the UTAUT model, performance expectancy and effort expectancy, are incorporated. The findings demonstrate that customers’ perceptions about all of the parameters do not remain constant, as the experience acquired from past purchases increases. Moreover, the relationship of experience with self-efficacy and intention to repurchase changes, as satisfaction gained from previous purchases increases. The implications of this study are interesting not only for the Greek but also for the Meditterranean researchers and e-retailers, since the Mediterranean ebusiness market shares several cultural similarities with the Greek market.

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