The Effect of Internet Expertise on Offline Expectations
Because the Internet enhances consumer control over online marketing transactions, more expert web users are hypothesized to generalize this web expertise to their expectations of offline service encounters. This hypothesis is supported for consumers with moderate web expertise as compared to those with little web expertise. However, web users with high levels of expertise have lower expectations of offline encounters than those with moderate expertise. The lower expectations of the most expert web users are likely to be due to a lower level of involvement with offline service encounter, a greater awareness and use of online information by the most expert, and possibly a greater propensity to distinguish between online and offline encounters.
Journal of Internet Commerce
Hamer, Lawrence and Alwitt, Linda. (2003) The Effect of Internet Expertise on Offline Expectations. Journal of Internet Commerce. 3-26.