Identifying the Direct Effect of Experience and the Moderating Effect of Satisfaction in the Greek Online Market

The scope of this paper is to examine the perceptions which induce the Greek customers to purchase over the Internet, testing the direct effect of experience and the moderating effect of satisfaction. A review of research conducted in the Greek online market demonstrates that satisfaction, self-efficacy, and trust keep a prominent role in the Greek customers’ shopping behavior. To increase understanding of this behavior, two parameters of the UTAUT model, performance expectancy and effort expectancy, are incorporated. The findings demonstrate that customers’ perceptions about all of the parameters do not remain constant, as the experience acquired from past purchases increases. Moreover, the relationship of experience with self-efficacy and intention to repurchase changes, as satisfaction gained from previous purchases increases. The implications of this study are interesting not only for the Greek but also for the Meditterranean researchers and e-retailers, since the Mediterranean ebusiness market shares several cultural similarities with the Greek market.