Website Atmospherics: Motivators Or Hygiene Factors?

Abstract

Frederick Herzberg's two-factor theory is once again resurrected and used to frame hypothesized influences on internet shopper satisfaction (and dissatisfaction).   Previous research investigating the influence of web site design and web site atmospherics is discussed with respect to the theory.  Exploratory factor analysis is then used to extract a four-factor solution of internet shopper satisfaction, and interpreted with respect to Herzberg’s model.  Risk and User Friendliness related variables are interpreted as hygiene factors, or dissatisfiers, while Enjoyment and Price variables better explain shopper satisfaction, or motivation.  The ensuing discussion compares the usefulness of this model with empirically validated satisfaction paradigms in explaining the relationship between internet shopper satisfaction and web site atmospherics.