KEDGE Business SchoolBordeaux, 680 Cours de la Libration, 33405 Talence Cedex, France
HEC Montral, 3000 Chemin de la Cte-Sainte-Catherine, Montral, QC, Canada H3T 2A7
art ic l e i nf o
a b s t r a c t
Article history:
Received 15 November 2013
Received in revised form
18 July 2014
Accepted 19 July 2014
Available online 26 August 2014
The increasingly systematic use of the Internet in consumers decision-making processes, coupled with
the development of e-commerce, has led researchers and practitioners to examine issues concerning
service quality and satisfaction in an online context. This paper proposes a post-hoc predictive typology
of e-satisfaction based on four dimensions of e-service quality. A sample of 1144 French consumers
recruited on websites from three different industries (online travel, cultural goods (books, CDs, DVDs,
etc.), and electronics goods) was used to generate the proposed typology. Using a mixture modeling
regression, ve groups of consumers who differed in terms of e-satisfaction and e-service quality were
identied: the involved, the browsers, the fun seekers, the careful and the surfers. All the four
e-service quality dimensions investigated were found to inuence e-satisfaction. Theoretical and
managerial implications are discussed.
& 2014 Elsevier Ltd. All rights reserved.
Keywords:
e-Service quality
e-Satisfaction
e-Commerce
Predictive typology
Regression mixture model
1. Introduction
The Internet has become increasingly accessible and is now
used by a wider spectrum of consumers. However, as in traditional
settings, online consumers differ in their preferences (Burke,
1997). To address this heterogeneity, managers rely on market
segmentation. Prior research has proposed online consumer
typologies (Ganesh et al., 2010; for a review) to help managers
segment the online consumer market into homogeneous segments. These typologies can also help managers understand the
consumer market and eventually target segments with specic
offers.
Prior online consumer typologies have focused on general
segmentation bases such as web usage, Internet lifestyle and
shopping motivations (Brengman et al., 2005; Ganesh et al.,
2010; Gehrt et al., 2012; Swinyard and Smith, 2003). Although
useful for better understanding the overall online consumer
market, these segmentation bases may not be very relevant in
segmenting a retail website customer base. Website-specic
segmentation bases are more pertinent for this endeavor. For
instance, a segmentation based on specic website quality (e.g.,
website aesthetics) would be more useful for a website manager
2. Literature review
2.1. Consumer typologies
Consumer classications are implicitly or explicitly used by
managers to cope with the heterogeneity of buyers (Myers and
Nicosia, 1968). By segmenting their market, managers can implement
marketing programs that are better attuned to customer needs.
Market segmentation can be dened as a state of demand
heterogeneity such that the total market demand can be disaggregated into segments with distinct demand functions (Dickson
890
deliver the product as ordered while meeting service requirements and respecting the delivery time (Cristobal et al., 2007).
(5) Security and privacy: Security refers to protecting the user from
the risk of fraud and nancial losses. Privacy refers to protection of personal details and the implicit or explicit agreement
not to sell or exchange the personal information gathered from
consumers during the service experience. This dimension is
specic and important to online commerce (Parasuraman
et al., 2005).
3. Method
3.1. Sample and procedure
Three product categories represented by three French major
retail websites were selected for this research: online travel,
cultural goods (books, CDs, DVDs, etc.), and electronic goods.
These online sectors were selected because of their importance
in terms of purchase frequency and sales volume. An online
questionnaire was made available to the buyers and the visitors
of the three websites between September and November 2012.
Visitors were recruited while visiting the website (a button
inviting them to participate in our research was placed on the
home page of each website), and buyers were contacted by email
after completing their purchase on one of the website. The
respondents have to answer all the questions in order to validate
their participation. The questionnaire was completed by 1144
respondents, of whom 58% were buyers, 53% were men, and 66%
were under 45 years of age (see Appendix A for the sample
details). We were not able to calculate the response rate for the
visitors (because each visitor of the different websites could be a
potential respondent), but for the buyers, the response rate varied
from 8% to 10% depending on the website. The demographic
891
892
4. Results
4.1. Measurement scales
First, a conrmatory factor analysis was performed to verify the
structure of the NetQual scale. In order to avoid problems associated
with multivariate non-normality, we applied the Robust method
(Bentler and Wu, 2002) which corrects t indices and coefcients of
the model (parameters and standard errors). We used a Jackknife
approach (Fenwick, 1979) to avoid the problem of the sample size and
the complexity of the model. This approach is a method used for
determining the sampling distribution of any parameter for the model
or any statistic as t indices. Thus, we attained more stable and more
consistent coefcients and t indices for the model. The model's
goodness of t was satisfactory with all indicators meeting generally
accepted criteria ( 120.08, p 0.000, GFI0.98 AGFI 0.97,
NFI0.97, NNFI0.98, CFI 0.99, RMSEA0.03, SRMR0.03). Thus,
the four dimensions of NetQual scale were conrmed.
Next, we examined the convergent and the discriminant
validity of the NetQual scale. The convergent validity is conrmed
if each item shares more variance with its construct than with the
error (Fornell and Larcker, 1981). Thus, convergent validity of each
dimension is veried if the average of all the (vc) are more than
0.5 and all the are more than 0.5. The discriminant validity of the
e-service quality construct has also been examined. Discriminant
validity is established if the shared variance between the dimensions is less than the shared variance between dimensions and
their items (Fornell and Larcker, 1981); which is the case for all
dimensions (Table 1). Table 1 shows the convergent and discriminant validity and the reliability () of the dimensions of the
NetQual scale (Fornell and Larcker, 1981). Moreover, the R mean
was 0.63, indicating an acceptable predictive validity of e-service
quality.
All structural, measurement, and standard error coefcients of
the model obtained by the jackknife procedure are shown in Fig. 1.
Finally, the reliability of the e-satisfaction scale was also veried
and was found to be satisfactory ( of Joreskog .84 and vc .57).
4.2. Post-hoc predictive typology
Table 2 shows the indices of the different typologies tested and
the selection of the tted solution. We determined the
Table 1
Convergent and discriminant validity of NetQual's scale.
Information
Ease of use
Aesthetics
Security/privacy
nn
n
vc**
Information
Ease-of-use
Aesthetics
0.58
0.63
0.65
0.67
0.81
0.87
0.85
0.87
1
0.50*
0.27*
0.25*
1
0.42*
0.31*
1
0.25*
vc (Must be Z 0.5).
Square correlation (must be less than each of the two vc).
corresponding optimal number of latent classes by testing solutions with 4 to 8 classes. The CAIC and BIC values were the lowest
for the 5-class solution, so this solution was retained. An Entropy
(Es) of 0.71 gives an acceptable classication of the observations
based on their probabilities of belonging to a group (DeSarbo et al.,
2001). The overall R was 0.92, which indicates that for the ve
groups, the overall explained variance was satisfactory. Thus, the
selected solution indicated the optimal typology of Internet users
in regard to their satisfaction across the e-service quality
dimensions.
All coefcients were signicant, at a probability level of 0.05
(Table 3). The standard errors of each parameter in each group
were low (standard error less than 0.03; Table 3). The error
segment variance of each group was also low (error segment
variance less than 0.02; Table 3). The independence of e-service
quality dimensions was veried for each group (variances or
covariances of the estimates were near zero). In conclusion, the
model was validated, and there were no identication problems.
The prole of each group was determined by e-service quality
dimensions and the e-satisfaction level. The ve groups were of
different sizes, ranging from 37% of the sample to 5% of the
sample. The ve groups were differentiated by their level of
satisfaction, ranging from 3.97 to 4.70 on a scale of 1 to 5. The
ve groups are described in details below.
The second column of Table 3 presents the rst group: the
involved consumers. This group was the largest group and
represented 37% of the sample. The satisfaction level of 4.29
placed these consumers in the middle, with two groups with
higher satisfaction and two groups with lower satisfaction.
Although all e-service quality dimensions had a signicant inuence on satisfaction, satisfaction was mostly inuenced by ease-ofuse (0.33) and security/privacy (0.22). This group was mostly
composed of male (57.5%; Table 4). The buyers were underrepresented compared to the percentage of buyers in the sample (58.9%
vs. 62.3%). These involved consumers were mostly coming from
the cultural goods website (53.4%; Table 4).
The most satised group was the second group, the browsers,
with a satisfaction score of 4.70. This group represented 10% of the
sample. For consumers in this group, the most important driver of
satisfaction was the website's ease-of-use. In terms of e-service
quality dimensions, this group was more similar to Groups 1 and
3 and most dissimilar to Group 5. This group was mostly
composed of males (60.2%), buyers (68.3%) and originating from
the online travel website (52%; Table 4).
The third group, the fun seekers, had the lowest satisfaction
level (3.97) and was the second largest group, with 33% of the
sample size. The most important drivers of this group's satisfaction
were ease-of-use (0.33), security/privacy (0.22), and the aesthetics
of the website (0.21). Men were underrepresented in this group
compared to the percentage of men in the sample (52.3% vs.
55.9%). This group was mostly composed of buyers (64.6%) and
from the online travel website (47.7%; Table 4). Although their
satisfaction was inuenced by various e-service quality dimensions, their lower overall satisfaction suggested that other important antecedents, apart from e-service quality dimensions, also
had an inuence on their satisfaction.
The fourth group, the careful consumers, represented only 5% of
the sample. Consumers from this group reported an average satisfaction level of 4.17. The most important drivers of their satisfaction were
security/privacy (0.25), ease-of-use (0.20), and the aesthetics of the
website (0.20). In terms of e-service quality dimensions, this group
was most similar to Group 2 and most dissimilar to Group 5. It was
mostly composed of females (56.5%). The buyers were underrepresented compared to the percentage of buyers in the whole sample
(52.2% vs. 62.3%).The consumers coming from the electronic goods
website were overrepresented in this group (26.1% vs. 10.3; Table 4).
893
Table 2
Typology comparisons.
CAIC
BIC
Es
R-square
Class 4
Class 5
Class 6
Class 7
Class 8
208.09
181.09
0.71
0.88
98.37
64.37
0.71
0.92
109.31
68.31
0.70
0.93
157.43
109.43
0.71
0.94
182.78
127.78
0.69
0.95
satisfaction levels (careful and fun seekers) were the ones with
large coefcients on three dimensions (ease-of-use, aesthetics, and
security/privacy). The careful used more security/privacy as a
satisfaction driver and the fun seekers use mostly aesthetics
compared to the other groups. Also, the fun seekers were not
satised without the e-service quality dimensions retained (intercept0.03 in Table 3). Ease-of-use was an important driver of
satisfaction across all groups. Additionally, the overall satisfaction
levels of consumers who had multiple important determinants of
satisfaction (e.g., ease-of-use, security/privacy, and aesthetics)
tended to be lower.
5. Discussion
This article presented ve heterogeneous groups of Internet
users who had different levels of satisfaction that were explained
by e-service quality dimensions. However, these dimensions were
not equally important across all groups.
The ease-of-use dimension was consistently important in predicting the satisfaction of the ve groups (coefcients ranging from
0.20 to 0.40). Like Bhatnagar and Ghose (2004) and Ganesh et al.
(2010), we found that ease-of-use is an important service quality
dimension in segmenting consumers. The security/privacy dimension was important to three groups out of ve (from 0.22 to 0.25).
This result is also consistent with Ganesh et al. (2010) and Bhatnagar
and Ghose (2004). For instance, Bhatnagar and Ghose (2004)
894
Table 3
5 Group typology.
1 Involved
Coeff
Ease-of-use
Aesthetics
Security/privacy
Information
Intercept
Size (%)
Level of e-satisfaction
Variance error
0.30
0.19
0.22
0.16
0.42
37
4.29
0.02
2 Browsers
Std err.
0.01
0.01
0.01
0.01
0.02
Coeff
Std err.
0.29
0.19
0.19
0.12
0.72
10
4.70
0.00
0.01
0.01
0.01
0.01
0.01
3 Fun seekers
4 Careful
Coeff
Std err.
Coeff
Std err.
0.01
0.01
0.01
0.01
0.01
0.20
0.20
0.25
0.06
0.36
5
4.17
0.00
0.01
0.01
0.01
0.01
0.01
0.33
0.21
0.22
0.12
0.03
33
3.97
0.02
5 Surfers
Coeff
0.40
0.11
0.07
0.09
0.46
16
4.49
0.00
Std err.
0.01
0.01
0.01
0.01
0.01
Table 4
Groups characteristics.
Group
Purchase (%)
Male (%)
1 Involved
2 Browsers
3 Fun seekers
4 Careful
5 Surfers
Average
58.9
68.3
64.6
52.2
61.6
62.3
57.5
60.2
52.3
43.5
58.0
55.9
39.2
52.0
47.7
34.8
39.5
43.3
7.4
11.4
10.0
26.1
12.7
10.3
53.4
36.6
42.3
39.1
47.8
46.4
6. Conclusion
To our knowledge, this study is the rst to propose a post-hoc
predictive online consumer typology by using e-service quality
dimensions as predictors of e-satisfaction. Prior research on online
typologies only used descriptive typologies, not predictive typologies. Hence, this work extends the prior work of Ganesh et al.
(2010) and Bhatnagar and Ghose (2004) on online consumer
typologies. The proposed typology suggests that not all consumers
derive the same satisfaction from their interaction with a specic
website; thus, it is important to take consumer heterogeneity into
account.
Thus, our theoretical contribution is twofold. First, our work
extends prior work on online consumer typologies (Ganesh et al.,
%
Sex
What is your age?
Male
Female
Under 24
25 to 34
35 to 44
45 and over
52.80
47.20
13.59
38.91
22.68
23.79
Your profession?
Marital status
Buyers/Visitors
895
Non-working (students
)
Middle class
Upper class
18 years of age
39.54
26.44
34.02
26.36
23.03
22.45
28.62
32.23
34.54
9.68
14.36
37.11
22.63
16.21
58.57
41.43
28.16
Dimension
Information Info1
Item
896
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