Dear researchers,
I feel a bit confused about the moderator and mediator. In my model, I want to test if the six dimensions of online customer experience influence customer satisfaction, in turn, influences repurchase intention. And I have read from the literature that corporate image has a hola effect, which means if your company has a good image, it might offset customers' unsatisfying experience and still drive customers' repurchase intention. I personally feel it is a moderator, but I am not quite sure. Thanks a lot!
Kara
Kara Ma The research model can be composed by:
dependent variable
independent variable
variable mediator
variable moderator
control variable
The statement you provided " six dimensions of online customer experience influence customer satisfaction, in turn, influences repurchase intention" clearly state your variables. The best option is to take support of literature if you want to add corporate image. As per my suggestion it can be taken as mediator because its possible to relate direct and indirect relationship of every variable.
Kara Ma the company's image is considered a mediator in the research.
For online customer experience and customer satisfaction, see my researches on google scholar to benefit from this research point
https://scholar.google.com/citations?user=uo6QelUAAAAJ&hl=ar
what I feel that in your situation it is moderator and not mediator. Mediator is generally appointed by either court if it is court annexed mediation, or by the consent of both parties if they mutually agreed for mediation. In your case it is not falling in either, so it is more close to moderator who are in the process of damage control before the accrual of any conflict in a company.
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