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Marketing Theory
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A model of online customer behavior during the initial transaction: Moderating effects of customer characteristics

Chatura Ranaweera

Wilfrid Laurier University, Canada

Gordon McDougall

Wilfrid Laurier University, Canada

Harvir Bansal

Wilfrid Laurier University, Canada

Recent research shows that observations based on overall online consumer behavior can lead to erroneous conclusions since behavior can be substantially different among groups of individuals. This article proposes a theoretical model, which captures the main characteristics of the website and explains how the user reaction to the website, determined by a set of user characteristics, could moderate consumer perceptions of websites as well as subsequent behaviors especially in a B2C context. A comprehensive understanding of these user characteristics will enable researchers to further the understanding of online consumer behavior during the crucial initial transaction, which often raises the biggest challenge for service providers. An understanding of user characteristics will assist service providers in designing customized websites for competitive advantage.

Key Words: customer characteristics • loyalty • moderating effects • website satisfaction • website quality

Marketing Theory, Vol. 5, No. 1, 51-74 (2005)
DOI: 10.1177/1470593105049601
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