The Effect of Information Satisfaction and Relational Benefit on Consumers' Online Shopping Site Commitments

Among the potential determinants of consumers’ commitments to online shopping site are information features of the Web site, because online shopping consumers have to base their judgment solely on the product or service information presented on the site. When consumers are satisfied with such information features and perceive clear benefits from their relationships with the site, we can expect them to be more committed to the site. In this study, we investigate the relationship between such determinants and consumers’ commitments to an online shopping site. Results of the online survey with 1,278 Korean customers of online bookstores and ticketing services indicate that information satisfaction and relational benefit are highly predictable of consumers’ commitments to an online shopping site. In addition, we found that information satisfaction is affected most by product information quality, while relational benefit is strongly related to service information quality. These results seem to reflect the consumers’ different perceptual weights to different information contents of the Web sites in forming their Web site perceptions.