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E. Offline Trust and Perceived Website Satisfaction
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| bet | 9/17 | | Sana | 24.03.2017 | | Hajmi | 0.62 Mb. | | #1948 |
E. Offline Trust and Perceived Website Satisfaction
User satisfaction with a specific web-based system depends on numerous factors, including web design [62, 79, 105], content [85], user interface [94], navigation and information structure [69, 90], and contextual marketing [65].
User satisfaction was initially promoted as a proxy for the success of an information system. Such systems were evaluated in an attempt to specify their quality from the user’s point of view [32], and many instruments were developed that successfully measured different aspects of user experiences and opinions [21].
From a marketing perspective, user satisfaction depends largely on performance. Product experiences alone do not determine overall satisfaction, however; a large body of research has shown that the level of performance the customer expects is also important [16, 78], as is knowledge of outcomes that were not experienced. When people evaluate outcomes they compare their actual results with the results that might have occurred had they chosen differently [11, 53]. Similarly, trust development has been depicted as the process of setting expectations of another’s behavior and then evaluating whether or not those actions are confirmed [89]. Trust expectations can also act as cognitive filtering devices by predisposing one to interpret the other’s behavior as consistent with the original expectations. For example, Holmes [46] found that trusting marriage partners tended to block out or reinterpret (positively) actions by their partner that did not match their positive trusting expectations. Likewise, one who trusts has expectations that will likely be confirmed in terms of perceived website satisfaction. If one has found an offline bank to be trustworthy, then one is likely to project positive satisfaction towards its online counterpart. Thus trust in the offline bank should positively affect perceived satisfaction with the website.
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