Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust
Abstract
:1. Introduction
2. Literature and Theoretical Underpinning
2.1. Website Design and Usability
2.2. Usability and Satisfaction
2.3. Website Design and Satisfaction
2.4. Usability and Satisfaction as Mediators
2.5. Trust as a Moderator
3. Material and Methods
3.1. Participants
3.2. Tools
3.3. Procedures
3.4. Statistical Analysis
4. Results
4.1. Demographic Details
4.2. Reliability and Validity Analysis
4.3. Structural Model Analysis
4.4. Mediation Analysis
4.5. Moderated Mediation Analysis
5. Discussion
6. Limitations
7. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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N(%) | VD | ND | ID | USAB | SAT | TRU | LOY | |
---|---|---|---|---|---|---|---|---|
Mean (SD) | ||||||||
Web type (1: Taobao; 2: eBay) | ||||||||
Website 1 | 93 | 5.39 | 5.68 | 5.65 | 5.57 | 5.52 | 5.38 | 5.46 |
(50) | (1.1) | (1.1) ** | (1.0) *** | (1.1) ** | (1.1) | (1.1) * | (1.2) | |
Website 2 | 93 | 4.89 | 4.71 | 4.78 | 4.78 | 4.72 | 4.54 | 4.56 |
(50) | (1.1) | (1.5) | (1.3) | (1.3) | (1.3) | (1.4) | (1.5) | |
Gender | ||||||||
Female | 42 | 4.95 | 5 | 5.05 | 5.03 | 4.91 | 4.85 | 4.91 |
(45.2) | (1.1) | (1.5) * | (1.3) | (1.3) | (1.3) | (1.4) | (1.6) | |
Male | 51 | 5.29 | 5.35 | 5.36 | 5.3 | 5.29 | 5.05 | 5.09 |
(54.8) | (1.1) | (1.3) | (1.2) | (1.2) | (1.2) | (1.2) | (1.3) | |
Education | ||||||||
High school | 1 | 5.1 | 4.83 | 4.33 | 3.79 | 4.38 | 3.9 | 4.5 |
(1.1) | (0.1) | (0.7) | 0 | (1.1) | (1.2) | (0.7) | (0.7) | |
Undergraduate | 48 | 5.43 | 5.66 | 5.69 | 5.66 | 5.56 | 5.44 | 5.41 |
(51.6) | (1) | (1.1) | (1) | (0.9) | (1) | (0.9) | (1.1) | |
Postgraduate | 44 | 4.82 | 4.7 | 4.72 | 4.69 | 4.66 | 4.46 | 4.59 |
(47.3) | (1.2) | (1.5) | (1.3) | (1.4) | (1.4) | (1.5) | (1.6) | |
Age (yr) | ||||||||
≤22 | 51 | 5.3 | 5.45 | 5.53 | 5.41 | 5.36 | 5.22 | 5.23 |
(54.9) | (1.1) | (1.2) ** | (1.1) *** | (1.1) ** | (1.1) ** | (1.2) ** | (1.3) * | |
23–26 | 36 | 4.91 | 4.82 | 4.76 | 4.81 | 4.78 | 4.58 | 4.69 |
(41.9) | (1.1) | (1.5) | (1.2) | (1.3) | (1.3) | (1.3) | (1.5) | |
>26 | 3 | 5.37 | 5.61 | 5.83 | 5.93 | 5.58 | 5.5 | 5.58 |
(3.2) | (1.8) | (1.8) | (1.6) | (1.5) | (1.7) | (1.7) | (1.4) | |
Web usage experience (yr) | ||||||||
0 | 3 | 4.47 | 4.17 | 4 | 4.38 | 4.33 | 4.3 | 4.17 |
(3.2) | (1.2) | (1.8) | (1.8) * | (1.5) | (1.4) | (1.4) | (1.5) | |
<1 | 4 | 5.43 | 5.63 | 5.08 | 5.32 | 5.34 | 4.8 | 4.88 |
(4.3) | (0.5) | (1.3) | (0.9) | (1) | (1) | (1) | (1.4) | |
1–3 | 7 | 5.61 | 5.38 | 5.81 | 5.48 | 5.7 | 5.3 | 5.32 |
(7.4) | (0.8) | (0.8) | (1) | (1.1) | (1) | (1.3) | (1.5) | |
>3 | 80 | 5.11 | 5.19 | 5.22 | 5.17 | 5.09 | 4.97 | 5.02 |
(85.1) | (1.1) | (1.4) | (1.2) | (1.3) | (1.3) | (1.3) | (1.4) | |
Total | 93 | 5.14 | 5.19 | 5.22 | 5.18 | 5.12 | 4.96 | 5.01 |
(100) | (1.1) | (1.4) | (1.2) | (1.3) | (1.3) | (1.3) | (1.4) |
Construct | Item | Loading | α | AVE | CR |
---|---|---|---|---|---|
VD | VD1 | 0.696 | 0.853 | 0.537 | 0.851 |
VD2 | 0.668 | ||||
VD3 | 0.819 | ||||
VD4 | 0.827 | ||||
VD5 | 0.631 | ||||
ND | ND1 | 0.878 | 0.909 | 0.775 | 0.912 |
ND2 | 0.916 | ||||
ND3 | 0.845 | ||||
ID | ID1 | 0.608 | 0.817 | 0.648 | 0.843 |
ID2 | 0.886 | ||||
ID3 | 0.889 | ||||
USAB | USAB1 | 0.824 | 0.939 | 0.693 | 0.94 |
USAB2 | 0.726 | ||||
USAB3 | 0.718 | ||||
USAB4 | 0.881 | ||||
USAB5 | 0.878 | ||||
USAB6 | 0.887 | ||||
USAB7 | 0.892 | ||||
SAT | SAT1 | 0.892 | 0.925 | 0.761 | 0.927 |
SAT2 | 0.775 | ||||
SAT3 | 0.929 | ||||
SAT4 | 0.885 | ||||
LOY | LOY1 | 0.938 | 0.936 | 0.882 | 0.937 |
LOY2 | 0.94 | ||||
TRU | TRU1 | 0.86 | 0.946 | 0.774 | 0.945 |
TRU2 | 0.877 | ||||
TRU3 | 0.869 | ||||
TRU4 | 0.918 | ||||
TRU5 | 0.875 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | |
---|---|---|---|---|---|---|---|
1 VD | 0.733 | __ | |||||
2 ND | 0.750 ** | 0.880 | __ | ||||
3 ID | 0.734 ** | 0.807 ** | 0.805 | __ | |||
4 USAB | 0.747 ** | 0.887 ** | 0.840 ** | 0.832 | __ | ||
5 SAT | 0.746 ** | 0.836 ** | 0.836 ** | 0.894 ** | 0.872 | __ | |
6 LOY | 0.716 ** | 0.768 ** | 0.735 ** | 0.791 ** | 0.857 ** | 0.939 | __ |
7 TRU | 0.681 ** | 0.785 ** | 0.771 ** | 0.826 ** | 0.893 ** | 0.818 ** | 0.880 |
Hypothesis (n = 186) | Unstd. | S.E. | C.R. | P | Std. | R2 | Remark |
---|---|---|---|---|---|---|---|
H1a VD→USAB | −0.134 | 0.133 | −1.003 | 0.316 | −0.101 | 0.931 | Not supported |
H1b ND→USAB | 0.772 | 0.122 | 6.311 | *** | 0.801 | Supported | |
H1c ID→USAB | 0.389 | 0.175 | 2.216 | * | 0.273 | Supported | |
H2 USAB→SAT | 0.802 | 0.212 | 3.780 | *** | 0.841 | Supported | |
H3a VD→SAT | 0.465 | 0.139 | 3.346 | *** | 0.368 | 0.929 | Supported |
H3b ND→SAT | −0.226 | 0.212 | −1.070 | 0.285 | −0.246 | Not supported | |
H3c ID→SAT | 0.050 | 0.172 | 0.290 | 0.772 | 0.037 | Not supported | |
H4 SAT→LOY | 1.004 | 0.059 | 17.054 | *** | 0.912 | 0.833 | Supported |
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Guo, J.; Zhang, W.; Xia, T. Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust. Sustainability 2023, 15, 6347. https://doi.org/10.3390/su15086347
Guo J, Zhang W, Xia T. Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust. Sustainability. 2023; 15(8):6347. https://doi.org/10.3390/su15086347
Chicago/Turabian StyleGuo, Jiayue, Wenqian Zhang, and Tiansheng Xia. 2023. "Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust" Sustainability 15, no. 8: 6347. https://doi.org/10.3390/su15086347
APA StyleGuo, J., Zhang, W., & Xia, T. (2023). Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust. Sustainability, 15(8), 6347. https://doi.org/10.3390/su15086347