Satisfaction with Online Commercial Group Chat: The Influence of Perceived Technology Attributes, Chat Group Characteristics, and Advisor Communication Style

This study examines online commercial group chat from a structuration theory perspective. The findings support the influence of perceived technology attributes (control, enjoyment, reliability, speed, and ease of use) and chat group characteristics (group involvement, similarity, and receptivity) on...

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Bibliographic Details
Published in:Journal of retailing 2007-08, Vol.83 (3), p.339-358
Main Authors: van Dolen, Willemijn M., Dabholkar, Pratibha A., de Ruyter, Ko
Format: Article
Language:English
Subjects:
Advisor communication style
Advisors
Alliances
Automation
Behavior
Behavioral intentions
Chat group characteristics
Chat rooms
Communication
Customer satisfaction
Customer services
Group dynamics
Interactive marketing
Marketing
Multilevel modeling
Online chat
Perceived technology attributes
Perceptions
Retail stores
Retailing industry
Social interaction
Social networks
Structuration theory
Studies
Technology
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Summary:This study examines online commercial group chat from a structuration theory perspective. The findings support the influence of perceived technology attributes (control, enjoyment, reliability, speed, and ease of use) and chat group characteristics (group involvement, similarity, and receptivity) on customer satisfaction and the moderating role of advisor communication style on these influences. Furthermore, our results show that chat group characteristics influence customer satisfaction directly as well as indirectly via perceived technology attributes. Online chat satisfaction in turn influences behavioral intentions. Finally, group-level perceptions are found to add considerably to perceptions at the individual level. Our study illustrates that structuration theory provides a sound foundation for theoretical development and empirical investigation of online group chat. Also it shows that retailers need to carefully manage the intricate interplay between technology, chat groups, and online advisors to foster a satisfying experience for customers.
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2007.03.004