Customers in an Internet shopping environment actually play dual roles. One is the role as a customer in a shopping place, and the other is the role as a user of information technology. In both cases, the level of satisfaction is of great concern. In this vein, a way of measuring the satisfaction level that takes both roles into account is needed. However, in past research indexes for consumer satisfaction and indexes for user information satisfaction have been developed separately in the fields of marketing and management information systems. Because of this lack of interaction between the two streams of research, an index for electronic commerce consumers that has its base in the dual roles has not been developed and tested. In this research, an instrument for measuring electronic commerce consumer satisfaction was proposed and validated using a sample of over 400 customers. The relationship between the index and consumers' purchasing intention was also examined.
- Consumer attitudes