Quality, value, satisfaction, trust, a

A study of the impact of shopping orientation and gender on the value-satisfaction link during
an electronic catalog visit
Christine Gonzalez, Toulouse Business School
Abstract
This paper studies how shopping orientation – shopping as work vs. shopping as recreation- and
gender modify the links between online shopping values and consumer satisfaction. An experience was
conducted in which shopping orientation was manipulated. 417 students visited an electronic catalog with
“shopping as recreation” scenario and another electronic catalog with a “shopping as work” scenario. The
results lend support to the hypothesized moderating effects. Implications for e-marketers as well as
directions for future research are discussed.
Introduction
Consumer satisfaction with online retailing has been recently investigated (Szymanski and Hise,
2000; Zeithaml, Parasuraman and Malhotra, 2000; Zeithaml, Parasuraman and Malhotra, 2002). However,
although consumer motives shape consumer responses to the traditional or online shopping environment
(Bloch, Sherrell and Ridgway, 1986; Bloch, Ridgway and Sherrell, 1989; Hoffman and Novak, 1996;
Hammond, McWilliam and Diaz, 1998), few studies consider their role in the online satisfaction process. A
traditional or online store experience is evaluated on its ability to produce both hedonic and utilitarian
outcomes (Babin, 1991; Babin, Darden and Griffin, 1994; Griffin, Babin and Modianos, 2000; Babin and
Attaway, 2001; Mathwick, Malhotra and Ridgon, 2001; Senecal, Gharbi and Nantel, 2001). As the Internet
has been depicted as a convenient shopping option (Szymanski and Hise, 2000; Seiders, Berry and Gresham,
2000), it rises the question of the importance of the hedonic outcomes of the online experience in
determining consumer satisfaction. Should online retailers focus only on efficiency or on both hedonic and
utilitarian aspects of the shopping experience? How do online shopping values influence consumer
satisfaction?
Although consumer situation shape consumer responses to the traditional or online shopping
environment (Bloch, Sherrell and Ridgway, 1986; Bloch, Ridgway and Sherrell, 1989; Hoffman
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