E-Satisfaction: A Moroccan Replication and Extension

What is it about?

This study contributes towards the establishment of external validity for Szymanski and Hise's (2000) e-satisfaction model by extending the measurement and predictors of e-satisfaction to a cross-cultural context using a sample of Moroccan online consumers. In contrast to the original study, product information, rather than convenience was found to be the most important driver of e-satisfaction. In addition, the total effect of convenience on e-satisfaction was found to be significantly less than in the original study. Managerial implications are discussed including the need, when operating in global markets, to develop e-retailing strategies consistent with cultural differences.

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