An exploratory study of customers' perception of company web sites offering various interactive applications: moderating effects of customers' Internet experience

Often interactive applications as customer communities and personalization are implemented on company web sites to support the customers. This article is based on the assumption that users' general experience with the Internet moderates the effects of these applications. The focus of the article is on the following variables: (1) customers' perception of how easy it is to use a web site, (2) customers' perception of the usefulness of a web site, and (3) customers' attitude to using a web site when the web site contains interactive applications such as personalization or customer community services. Results from an experiment show how general Internet experience moderates the effects of interactive applications.