Measuring E-Satisfaction Of Interactive Online Communication System

Abstract

This paper is based on the premise that the current growth of successful application of “I-Way” in a number of different business settings suggests that the traditional economic activities of old are suffering a profound transformation. While numerous researches have examined effectiveness of e-businesses, not many studies have investigated factors that affect effectiveness of online communication system. Therefore, in this paper, the authors investigate what factors affect ease of use and usefulness and then how ease of use and usefulness affect attitudes toward online communication system and user satisfaction. This study applied classification of different user groups based on their degree of involvement to measure different levels of perceived ease of use and usefulness. Uses and gratification theory (Herzog 1944; McGuire 1974; Luo 2002) has been applied in this study to explain users’ attitudes toward online communication system and user satisfaction. This study found that customers’ attitudes towards online communication system significantly impact the level of e-satisfaction. The findings of the study contribute to the development of the uses and gratification theory by applying it to users’ attitudes toward online communication system. Further, this study provides implications and offers suggestions to e-businesses dealing with communication system.