| Construct | Ordinary Members | VIP Members | Differences |
| Mean (S.D.) | Mean (S.D.) | Mean (Ordinary Members)—Mean (VIP Members) | |
| Information Customization | 5.79 (0.72) | 5.80 (0.70) | −0.01 |
| Transaction Customization (5) | 6.21 (0.68) | 6.35 (0.64) | −0.14*** |
| Product Customization | 5.85 (0.80) | 5.72 (0.83) | 0.13** |
| Service Customization | 5.45 (1.03) | 5.23 (1.19) | 0.22** |
| Perceived Value | 5.51 (0.83) | 5.36 (0.93) | 0.15** |
| Satisfaction | 5.64 (0.82) | 5.51 (0.91) | 0.13** |