Quality, value, satisfaction, trust, a

In the “shopping as work” condition, students had five minutes to visit an online travel (time
pressure) agency web site to plan a specific trip – a destination, hotel description, room description
and travel conditions were provided – (prepurchase information search) for their parents (shopping
for somebody else) and send them an email. In the “shopping as recreation” condition, students had
unlimited time (no time pressure) to visit an online travel agency to find ideas – only some general
ideas about possible destinations were provided - (browsing) for their next trip or holiday (shopping
for themselves).
A further study was conducted using 58 students to pre-test each scenario. Our goal was to
test the existence of significant differences between the “shopping as recreation” and “shopping as
work” scenario with regards to affective quality and expectations. Students were instructed to read
the scenario, to put themselves in the particular situation described by the scenario and then to
complete a questionnaire measuring the affective quality of the online shopping situation described
in the scenario and their expectations in this situation. Each student had to read a “shopping as
work” and “a shopping as recreation” scenario. A paired sample t-test show that the affective
quality of the online shopping situation is significantly higher for the “shopping as recreation”
scenario (t = -11.274, p=0.000) and that consumers expects recreation to a greater degree for the
“shopping as recreation” scenario (t = -11.634, p = 0.000). This difference was validated for each
electronic catalog.
A manipulation check was introduced in the final questionnaire: “How did you consider
the visit before visiting the web site: as work � as recreation”.
Data analysis
A technique proposed by Sauer and Dick (1993) and applied by Homburg and Giering (2001)
was used to test moderating variables in a structural equation model (Hypotheses H1, H2, H5 and
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