A comparative study of motivational differences for online shopping

Abstract

A Comparative Study of Motivational Differences for Online Shopping

Purchasing through online retailers, electronic markets, and virtual communities has its value. Often motivations to buy online differ from those in an offline environment and these motivations may be more incongruent for online shoppers dispersed globally. In this study, motives to purchase in an electronic environment in the context of two countries are studied. Two data sets of 538 respondents (304 in Singapore and 279 in China) were collected. Results show that there is a significant difference in motivations in China and Singapore buyers, and Singapore buyers have higher positive need gratifications. These findings indicate that Singapore buyers are more positively inclined toward online shopping, and they are likely to be more gratified when buying online than respondents from China. In country specific contexts, no motivational differences for male and female respondents are observed. However, gender is significant for the combined sample indicating that overall male and female populations have different motivations for online shopping. Online retailers could benefit from focusing on aspects that address perceptions of positive needfulfillment on their e-commerce sites for the Singapore and Chinese market segments, while also differentiating websites for online markets by gender.

Sunanda Sangran Nanyang Business School, Nanyang Technological University, Singapore Judy A. Siguaw Cornell - Nanyang Institute of Hospitality Management, Singapore Chong Guan Nanyang Business School, Nanyang Technological University, Singapore

ACM classifications: H.3.5 Online Services; K.4.4 Electronic Commerce

Information

Keywords: Motivations, Online shopping, Uses and Gratifications Theory, Singapore, China

Introduction Researchers have provided several explanations as to what constitutes motivation for online shopping, but the term generally refers to positive intentions to purchase characterized by the satisfaction of buyers’ personal goals and needs (see Sheth 1973). According to this view which is embedded in the social science and communications approach, specific goals of buyers within a shopping setting will determine the outcome of their interactions, regardless of the buying channel. For some buyers motivations to purchase may be a satisfaction of functional needs while for others it may be nonfunctional (see Sheth 1973, Stafford et al. 2004). This phenomenon may be familiar, but its underestimation poses a threat to the growing number of businesses engaged in electronic commerce.

The DATA BASE for Advances in Information Systems

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Volume 40, Number 4, November 2009

predominantly rely on functional needs (Sheldon and Strader 2002). We study buyers’ needs beyond the utilitarian function. Finally we study buyers’ cultural and gender dimensions in a comparative research context.

Despite its rapidly expanding acceptance among consumers, online shopping is still in its infancy, supported by the fact that less than 10% of the world population is engaged in online purchasing while only 21% of the total world population has access to the Internet (Miniwatts Marketing Group, 2007). Total e-commerce sales in US for 2007 were estimated at $136.4 billion, an increase of 19.0% from 2006 (US Bureau of Census 2008). However, while total online retail sales in the US in 2007 increased 4.0% from 2006, it accounted for only 3.4% of total retail sales (US Bureau of Census 2008).

Theoretical Background and Measures Uses and Gratifications Theory Online buying is often associated with a variety of rational to even antisocial shopping behavior, frequently overlooking the role of emotion (Davis et al. 2008); but also satisfying desire for virtual social contact (Bagozzi and Dholakia 2002), and contextual personal needs (Sangwan 2005). One possible explanation concerning variance in electronic purchasing behavior may be offered by the Uses and Gratifications (U&G) theory. Drawn from the communications literature, U&G theory contends that different people use the same mass medium, such as the Internet, for diverse reasons (Severin and Tankard 1997). Thus, the primary use of this theory is to provide the psychological underpinnings for explaining individual use of media and the motivations behind their choices which may seek to gratify individual needs (Lin 1999a; Rubin 1994). Although not without its detractors (see Ruggerio 2000 for a review), U&G theory is recognized as “an axiomatic theory in that its principles are generally accepted and applicable to various situations involving mediated communications” (Ko et al. 2005, p. 58).

The growth potential and internationalization of online retail requires an understanding of global consumer behavior similar to conventional international retail marketing (Dwivedi et al. 2008, Sheldon and Strader 2002). Geographically dispersed or socially stratified buyers may have different motivations concerning to shop online (Bosnjak et al. 2007, Eisingerich and Kretschmer 2008). Research on the motivations to end-user online purchasing has suggested several antecedent variables, and has explained and described the conditions supporting buying behavior and its possible causality (e.g., Koo et al. 2008, Suki et al. 2008). Despite this wealth of research on the Internet, the issue of what motivates online shopping and whether there are any differences in buyers perceived motivations in cross-national buyers has not been widely studied (Stafford et al. 2004, Sheldon and Strader 2002). The first purpose of this study, then, is to provide a theoretical explanation of the perceptions of online shopping motivations based on Uses and Gratifications (U&G) theory by Katz and Blumler (1974) and utilizing Hofstede’s national culture index (2005) in a comparative context. Specifically, we argue that satisfaction of various needs is an important factor in online shopping motivations due to the expected gratification received from the activity. We postulate that these perceived motivations are different in a cross-cultural setting. The second purpose of this article is to extend prior research in at least two major ways. First, the concept of motivation is refined to focus on motivators of online shopping behavior in a two country sample context rather than motivations in general online behavior. This refinement is appropriate since the implications of finding motivational differences in two samples ought to be managed differently in e-commerce (Eisingerich and Kretschmer 2008, Sheldon and Strader 2002). Second, the measures of motivation used in this study differ from that used in prior studies, which


U&G theory is based upon a few basic assumptions: a) buyers are goal directed in their behavior, b) they are active in selecting and using media, Internet, or specific retail websites, c) consumers are aware of their needs and select media that best gratifies these needs, d) they are aware of alternatives at their disposal concerning their selected media, and e) consumers explore gratification in an individual context (Blumler 1979, Katz and Blumler 1974). U&G theory is particularly applicable to studies of the Internet because usage of the medium is both interactive, rather than of the passive nature of radio or television (Ruggiero 2000); intentional and purposeful as users are required to make choices about websites (Rayburn 1996). Moreover, work on Internet usage has generally utilized U&G theory in various research contexts and settings (Ko et al. 2005) because of the theory’s ability to better explain Internet user behavior and the role it plays as a key mediating factor (Sun et al. 2008). Application of its constructs to the Internet technology mediated environment is evolving and has been applied to

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tolerance for unfairness (Dong and Gu 2007), indicating the two countries do have some cultural variances (e.g. Hofstede and Hofstede 2007).

studies examining various issues, including, for example, study website usage (e.g., Eighmey and McCord 1998), Internet usage analysis (e.g., Stafford et al. 2004), participation in virtual community participation (e.g., Sangwan 2005), Internet dependency (e.g., Sun et al. 2008), usage-processes and Internet socialization gratifications (e.g., Stafford 2008), behavioral intentions (e.g., Hui and Wan 2007) and online services (Grewal et al. 2004). Because of its better explanatory power concerning the psychological and behavioral dimensions of Internet usage (Lin 1996; Ruggiero 2000), we also employ U&G theory to test our hypotheses involving a crosssample research setting buyers’ differences in their motivations for online purchasing.

One could also argue that any differences are the result only of uneven economic development. However, economic differences alone are unlikely to account for discrepancies in consumer usage of the Internet for online shopping. Indeed, because online websites and brick-and-mortar stores offering similar merchandise are available in both countries, variations in behavior are likely to be driven by psychological motives. The similarity in cultures, though, may offer greater proof that any inconsistencies in e-commerce usage must be attributable to motivations. Consequently, U&G theory offers a more powerful explanation of the differences in online behaviors found between China and Singapore. 1 Moreover, researchers have indicated that cross-national studies should utilize a context-rich and multi-dimensional approach (Fey et al. 2006), a course we have followed by utilizing U&G theory to examine multiple motivations and satisfaction.

U&G theory identifies five types of needs most relevant to online shopping motivations: cognitive, affective, personal integrative, social integrative, and tension release (Katz and Blumler 1974). Cognitive needs represent the intrinsic desire for information acquisition for knowledge and understanding The affective needs relate to emotional experiences and the desire to feel pleasure. Personal integrative needs relate to a person’s desire to appear credible, to be perceived as confident, and to have high self-esteem (Katz and Blumler 1974). Social integrative needs are affiliation needs where buyers want to belong and to be recognized as part of a group; and tension release needs relate to the need to relax, escape and be diverted from problems and routines (Katz and Blumler 1974).

Certainly, China and Singapore present different dynamics pertaining to online shopping. China had a 19% Internet penetration By June 2008, whereas Singapore had a much higher Internet penetration rate of 58.6% by March 2008 (Internet World Stats 2008). Furthermore, buyers in Singapore are more familiar with online shopping (Kau et al. 2003), are more likely to buy online, and are less skeptical of the electronic media than in China (Kau et al. 2003, Wee and Ramachandra 2002). However, electronic purchasing is gradually gaining acceptance in China. For example, by the end of 2006, the B2C and C2C online shopping market in China was 8.2 billion RMB (US$1.17 billion) and 23 billion RMB (US$3.29 billion), respectively (iResearch 2007). This adoption of online buying through Internet or mobile media presents transformation in buyer behavior and warrants systematic and continuous empirical research.

These needs are exclusive, but not necessarily exhaustive when juxtaposed against the varying lists of human psychological needs. For example, basic needs theory assumes just three psychological needs are fundamental to the human psyche: autonomy, competence, and relatedness (Ryan and Deci 2002). Other researchers list security, positive identity, sense of effectiveness, connection to other people, autonomy, comprehension of reality, and courage (e.g., Lew and Bettner 1996; Staub 2003). Thus, the U&G derived needs are generally comprehensive, but perhaps do not cover all human psychological needs in their entirety. Research Context

Hypothesis Formulation National Culture and Motivational Differences Complimentary to U&G theory, the index based on national culture dimensions constructed by Hofstede (1980) and Hofstede and Hofstede (2005), presents another set of explanations for variance in online buyer behavior. National culture has become the most widely used model for explaining differences in

We use data from two countries: China and Singapore. These two countries are often utilized in comparative studies as they are perceived to have similar ethnicities, cultural heritages, and values, but different socio-economic circumstances (Soontiens 2007). The higher economic development that Singapore enjoys has generated societal differences such as increased competitiveness and a greater


1

We thank an anonymous reviewer for urging us to use this perspective.

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complex network of associations defining masculine/feminine attitudes and activities (Schmitt et al. 1988). Stedham and Yamamura (2004), for example, found gender and age differences across Hofstede’s (2005) cultural dimensions between Americans and Japanese citizens. Furthermore, prior research has established that individual characteristics like gender are key variables in user decision-making (Venkatesh et al. 2003). For example, when the relationship between online shopping and gender has been examined, the results showed that female participants are more dissatisfied than male participants (Rodgers and Harris 2003) and that men are more likely to buy online than women (Van Slyke et al. 2002). The latter finding seems to stem from female consumers’ inability to physically enjoy a shopping experience when purchasing online (Hui and Wan 2007). Based on these previous studies, we expect that genderrelated differences are strong enough to create differences in motivations for online shopping between two countries (Table 1).

various research settings across nations (Yoo and Donthu 1998). Hofstede and Hofstede (2005) and Hofstede (2007) provides a valuable framework to explain differences in cross-national behavior by developing five dimensions of Power, Distance, Uncertainty Avoidance, Individualism/ Collectivism, and Masculinity/ Femininity. Research has so far omitted an explicit examination of the interface between national culture and personal online shopping motives in the selected two-country research context. Indeed, China was not included in Hofstede’s original study (1980), but the revised edition of Hofstede’s work (Hofstede and Hofstede 2005) includes a new dimension of long-term and short-term orientation based on the philosophy of Confucius. It also reports significant differences in scores for China and Singapore on at least four dimensions despite that the two countries are embedded in the Chinese or Confucius philosophy (Table 1). Hence, national culture is likely to influence norms and values that shape an individual’s strategies for actions such as motivations to shop in an online environment. We therefore hypothesize that: Dimension Masculinity vs Feminity Rank Score Uncertainty Avoidance Rank Score Long Term Orientation Rank Score Individualism Rank Score Power Distance Rank Score

China

Singapore

11-13 66

38 68

30 68-69

8 74

118 1

48 11

20 56-61

20 56-61

80 12-14

74 19

H2a Male and female respondents have significantly different motivations to buy online within the context of the two countries of interest. However, research also suggests that gender differences become secondary when national culture has the main effect. In Korgaonkar and Wolin (1999) and Joines et al.’s (2003) studies, gender was not significant in a one-country context. Similarly, CyberAtlas (2000) also found gender seemed to be less significant when national differences were studied as a main effect. Thus, we offer: H2b Male and female respondents have similar motivations to buy online within a countryspecific context. Motivational Differences and U&G Theory U&G theory, when applied in the context of ecommerce, suggests that online services including shopping are associated with a set of psychological motives that prompt buyers to purposefully select certain retail websites (Grewal et al. 2004, Hui & Wan 2007). Their motives then reflect needs, which are observable and measurable. As previously noted, U&G theory suggests five types of needs—cognitive, affective, personal integrative, social integrative, and tension release—that may motivate online shopping (Katz and Blumler 1974). Per U&G theory, online shopping satisfies a set of needs associated with psychological motives. These need gratifications define how buyers interact with e-commerce sites and suggest that consumers will be motivated to

Table 1 Comparison of Singapore and China Scores on Hofstede’s Dimensions Source: Hofstede and Hofstede (2005) H1 There is a significant motivational difference between China and Singapore respondents for online shopping Gender and Motivational Differences Similar to differences created by nationalities, differences between groups of individuals within countries, such as between males and females, are likely to exist because each culture develops its own


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Online buying is also motivated by satisfaction of social integrative needs. These needs are affiliation needs where buyers want to belong and to be recognized as part of a group (Katz and Blumler 1974). Online shoppers are commonly given a certain level of anonymity (Grewal et al. 2004, Hoy and Lewin 2008) ; nevertheless, in the online shopping community, social contacts come from participation in reviews, testimonials and forums and these provide support for the notion of social integrative needs gratification (Blanchard and Markus 2004, Bagozzi and Dholakia 2002, Stafford 2008). While no comparative research has been conducted to date on the social integrative needs of Singaporean and Chinese online consumers, some research does indicate that successful electronic commerce businesses in China are those that are most focused on social relationship management (Martinsons 2008). Further, studies have found that Chinese consumers request more information online (Fong and Burton 2008), thus likely leading to an increase in online word-of-mouth and social connectivity among Chinese buyers who have never met (Fong and Burton 2006). Finally, the literature suggests that a lack of rules in the Chinese business environment has encouraged Guanxi and relationship-based commerce as a substitute for legal regulation (Martinsons 2008), meaning the Chinese online buyer may also use relationships more as a way to build the trust to facilitate online transactions. Although supporting research on the nascent subject of affiliation needs is scant, based on the preceding discussion, we offer the following hypothesis:

select a retailer that best satisfies their needs. To continue to use an online retailer, buyers must believe that it offers better choices than other alternatives. This belief that motivates online shopping emanates from personal value systems and explains variance in cross-national research. To achieve successful e-commerce activity, online retailers must try to understand these motivators to develop better strategies for managing globally dispersed online shoppers (Eisingerich and Kretschmer 2008). In the following, we formulate hypothesis based on motivations to buy online to gratify the five types of needs specified by U&G theory. Online consumers are increasingly seeking to gratify cognitive needs by demanding reliable information on the product and buying process. Online retailers achieve this by providing security embedded in a website, and through testimonials, reviews and comments by other shoppers (Eighmey and McCord 1997, Grewal et al. 2004). Buyers are attracted to websites that satisfy both form and substance, as well as their affective needs. Various research on buyer behavior has concluded that buyers attempt to gratify their needs of enjoyment, relaxation and interaction with websites (Childers et al. 2001, Grewal et. al. 2004). Accordingly: H3 H4

Respondents from China and Singapore demonstrate significant differences in their motivation to satisfy cognitive needs. Respondents from China and Singapore demonstrate significant differences in their motivation to satisfy affective needs.

H6 Respondents from China and Singapore demonstrate significant difference in their motivation to satisfy social integrative needs.

Buyers are also motivated to shop online to satisfy their personal integrative needs. In our research context, online shopping can satisfy personal integrative needs by boosting self-confidence and a sense of identity through shared experiences with others in the community of similar interests (Blanchard and Markus 2004). Personal needs are derived from an individual’s value system and since China and Singapore share the Chinese and Confucius philosophy, which has helped formulate similar personal value systems (e.g., Soontiens 2007), and because Hofstede’s individualism difference index (2005) (Table 1) shows similar scores for the two nations, we hypothesize

While there is a paucity of research on tension release needs for Singapore and China, one can extrapolate potential differences in using Internet shopping as a stress reliever based on differences in stress levels within each country. For China, stress issues include very high outdoor air pollution, increases in chronic diseases, long working hours, excessive workload and overtime, high and rates of depression and suicide (Tsui 2008). Indeed, in China, suicide is the leading cause of death among 15-34 year olds (Tsui 2008). Singapore also has a high suicide rate (Tsui 2008), but other studies indicate that it may not be any more stressful than Australia (Braithwaite et al. 2007; Sawang et al. 2006). Thus, the need to use the Internet as an escape mechanism may be far higher in China. Conversely, Singaporeans may have more time and more access

H5 Respondents from China and Singapore do not demonstrate any differences in their motivations to satisfy personal integrative needs.


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to the Internet for diversion. Although the support is equivocal, we can propose: H7

In order to obtain reliable information from the respondents, an established and validated scale of U&G theory was employed for data collection. The U&G scale measuring motivations was originally developed by Katz and Blumler (1974) and validated (content validity, construct validity) in research by Eighmay and McCord (1998), Stafford et al. (2004), and Ko et al. (2005), (see Appendix 1 for operational items). Respondents evaluated 17 statements (15 items measuring motivations based on five needs of U&G and 2 items measuring satisfaction) on a 7-point scale that ranged from 1= ‘‘strongly disagree’’ to 4= “neither agree nor disagree” to 7 = ‘‘strongly agree’’. Additionally, respondents answered a few demographic questions (e.g., age, gender). Two multilingual translators using the back-translation technique (Brislin 1970) translated the survey items from English to Chinese for data collection in China.

Respondents from China and Singapore demonstrate significant differences in their motivation to satisfy tension release needs.

Satisfaction: Needs fulfillment is a motivator for online shopping that affects buyer or user satisfaction. Satisfaction is ex-post evaluations or perceived expected evaluations made by buyers when they choose to buy online. The construct is conceptualized as a positive feeling, indifference, or a negative feeling (Anderson 1977). The construct is applied as a measure to study success or failure of internetbased services, for example, information search (Eighmey and McCord 1998) or participation in virtual communities (Sangwan 2005).

Table 2 shows the demographic profile of the sample. A majority (57.6%) of the respondents are male. All respondents are under 30 years of age, with the largest proportion (61.6%) between the ages 22–25. This profile was expected since we approached respondents in university settings, which represent a young student age group. Moreover, prior research indicates that online Asian consumers are male and below the age of 36 (Wee and Ramachandra 2000). Indeed, e-commerce shoppers in China were more likely to be between 16-25 years of age (Wee and Ramachandra 2000). Consequently, the student sample collected in this study appears to represent the age group most appropriate for studying online shopping motivations.

While cross-national studies of online consumer satisfaction are not yet available, prior studies have examined risk and satisfaction for China and Singapore as they relate to brick-and-mortar retailing. For example, Keh and Sun et al. (2008) reported that cultural dimensions and individual contextual factors generated variance in consumer perceived risk and that this risk produced different levels of consumer satisfaction in the two countries. Further, Tai (2008) has stated that consumer satisfaction with shopping in China is generally low. Hence, we suggest: H8

Respondents from China and Singapore demonstrate significant differences in their perceived satisfaction from online shopping .

Methodology

Findings and Discussions

Sampling and data collection

Respondents from the two countries, Singapore and China, were asked to express motivations and satisfaction on 17 items, enabling direct comparison between the two samples. The overall reliability of the 17 items of the combined sample is .870 (Cronbach's Alpha). The reliability of the Singapore and China sample is Cronbach's Alpha=.853 and Cronbach's Alpha=.892 , respectively. In order to test the hypotheses and to examine the variations of responses of groups from Singapore and China, Multivariate Analysis of Covariance (MANCOVA) was used (Härdle 2007).

A simple random sampling technique was employed to collect data. The sample group consisted of online buyers. The sampling process was conducted in two parallel stages. In the first stage, a simple random sample of students was drawn from local higher education institutions in both countries. In the second stage, we administered the same questionnaire to a similar sample through an online survey for one month beginning in March 2008. We obtained 538 usable responses: 304 for Singapore, and 279 for China. Since information regarding response rate of online survey is not obtainable, it is difficult to discern if any non-response biases exist. Prior studies of cross-country phenomenon have, however, argued that there is no known theoretical evidence to suggest a significant non-response bias influence on culturally generated data (e.g. Shane et al. 1995).


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Singapore

China

Total

Number of Respondents

Singapore

China

Total

Percentage (%)

304

279

583

52.1

47.9

100

Male

124

123

247

40.8

43.7

42.2

Female

180

156

336

59.2

55.9

57.65

18-21

72

43

115

23.7

15.4

19.7

22-25

208

151

359

68.4

54.1

61.6

26 and above

24

85

109

7.9

30.5

18.7

Nationality Gender

Age

Table 2 Demographic Profile of Respondents two items for satisfaction (F= 28.274, p=.000 for the mean of 15 items of motivations for U&G and F= 55.012, p =.000 for the mean of all 17 items of U&G and satisfaction) (Härdle 2007).These results suggest that H1 is accepted. In other words, buyers in China and Singapore display significant motivational differences concerning online shopping in general. This result is consistent with research on national cultural differences (Hofstede 2007, Hofstede and Hofstede 2005).

A series of F-Tests were conducted to determine if there are any significant differences among the 17 items. Adjusted Greenhouse-Geisser Epsilon was used to adjust p values for asphericity (Härdle 2007) in MANCOVA test. When the multivariate test is significant, univariate tests, or analysis at a single variable level, can be conducted to obtain further transparency and support for the corresponding hypothesis (Härdle 2007). Univariate Analysis of Covariance (ANCOVA) is applied, using age as a covariate to test H3 to H8 (Härdle 2007). The covariate appearing in the model is evaluated at the following value: age=22-25 consistent with the respondent rate shown in Table 2.

H2a tested whether there is a significant motivational difference between the combined male and female samples from China and Singapore. Multivariate tests for the gender factor between country (Table 3) indicate that there is strong cross-country variation among respondents (Wilks' Lambda =.971, sig=.000 for gender). This means that, in the combined sample, male and female respondents have different motivations to shop online. Univariate tests for gender factor at the aggregate mean level of five needs (see Table 3) reveal further significant differences between male and female buyers for the affective needs (F= 4.872, p =.028) and tension release needs (F= 7.528 p =.006)dimensions. Overall, our results provide partial support for H2a. Female buyers display a higher motivation to gratify affective needs (mean= 3.863 vs. 3.649) and tension release needs (mean=4.985 vs. 4.719) compared to male buyers in general . Female buyers also display significantly higher motives for the following items compared to male buyers (see Table 4): (1) More likely to shop on security-enhanced online stores, (2) more influenced by opinions from fellow online shoppers in their purchase decisions, (3) more likely to make purchases on more interactive websites, (4) more likely to shop online to pass the time, to relax, and to forget their daily cares and (5) more likely to use online to get away from the stress of interaction.

Since our main intention is to capitalize on the diagnostic nature of the research to test for significant differences between cross-national data across all motivational response items, it was deemed appropriate to focus on aggregate as well as each single situation. Further, since our focus was not on construct validation, we do not report any factor analytic or regression results. Results are presented as follows. In H1 to H2b expectations about overall motivational differences between buyers from two countries and between male and female buyers are formulated. H1 tests whether overall there is a significant motivational difference between China and Singapore respondents for online shopping. Multivariate tests for country factor (Table 3) show that there is strong cross-country variation among buyers included in this research (Wilks' Lambda =.355, sig=.000 for country). These results provide partial support for H1. Since the multivariate test is significant, we further conducted univariate tests by testing the difference of the grand means for the 15 motivation items and


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Country: Multivariate test

Sig.

Hypotheses Tested

Gender: Multivariate test

Wilks' Lambda =.355

.000

H1

Wilks' Lambda =.971

Country: Univariate test Dimension

Means

F

Sig. 009

Hypothesis Tested H2a

Gender: Univariate test Sig.

Singapore

China

Cognitive Needs

***5.878

5.081

134.005

.000

Affective Needs

3.251

***4.261

102.966

Personal Integrative Needs

3.389

3.371

Social Integrative Needs

3.348

Tension release Needs

Means

F

Sig.

Female

Male

H3

5.470

5.489

.078

.779

.000

H4

**3.863

3.649

4.872

.028

.044

.834

H5

3.375

3.384

.010

.919

***3.760

16.859

.000

H6

3.525

3.583

.361

.548

***5.598

4.106

223.896

.000

H7

***4.985

4.719

7.528

.006

Total (U&G items)

***4.446

4.110

28.274

.000

H1

4.308

4.248

.959

.328

Satisfaction

***5.782

4.334

292.002

.000

H8

5.048

5.068

.057

.811

H1

4.395

4.344

.687

.407

Total (U&G and ***4.603 4.136 55.012 .000 satisfaction items) Sig level: *p