The Asymmetric Effect of Website Attribute Performance on Satisfaction: An Empirical Study

The purpose of this study is to examine the asymmetrical effects of negative and positive website attribute performance on satisfaction. An online survey on satisfaction with an e-portal was conducted, and a total of 515 usable questionnaires were collected. Psychometric properties of the measures were examined, and ordinary least squares were used to estimate the regression model. Results show that the importance of asymmetrical effect is different for different attributes, where the negative performance on information reliability, system access and usability had a stronger impact than their positive performance. On the other hand, the positive performance on information understandability and usefulness, and system navigation had a stronger impact than their negative performance. This difference of asymmetrical effect is an important area calling for future investigation.