| Abstract: | The purpose of the present study is to test the moderating effect of on‐line experience on antecedents to on‐line satisfaction and on the relationship between on‐line satisfaction and loyalty. A survey (n = 836) was conducted to test the differences between high and low online experience respondents. The relationship between on‐line satisfaction and on‐line loyalty is stronger for consumers with more online experience than for consumers with less on‐line experience. Another key finding is that antecedents to on‐line satisfaction also differ between high and low on‐line experience consumers. Implications indicate that organizations may develop and provide differentiated services to high‐ and low‐experience consumers. © 2005 Wiley Periodicals, Inc. |
