Exploring the Role of Computer Self-Efficacy and Computer Anxiety in the Formation of e-Satisfaction

Abstract

The exploration of e-satisfaction has gained increasing importance in the IS and marketing disciplines. Although much progress has been made from these two perspectives, the process of e-satisfaction formation and the context under which this process may vary have not been investigated sufficiently. In order to fill this knowledge gap, this paper attempts to develop a model to understand how website information satisfaction, website system satisfaction, and overall e-service quality form e-satisfaction. Furthermore, it deciphers how computer-related individual differences such as computer self-efficacy and computer anxiety moderate the process of e-satisfaction formation. The analysis results from a survey of 274 online buyers show that our antecedents play key roles in forming e-satisfaction, and our moderators toward this formation are important. The model can help managers improve their customers’ satisfaction, build and retain a loyal base of long-term customers, and thus achieve endurance and success for their online businesses.