The Relationship between Consumers’ Intention to Revisit and Repurchase in Online Shopping
Date Issued
2014
Date
2014
Author(s)
Chou, Sun-Cheng
Abstract
This research aims to investigate the relationship between consumers’ revisit intention and repurchase, and we further do extended research by combining the literatures from different fields of research such as marketing and E-commerce. Prior research indicates that the visiting behavior of website of Internet users who have shopped online before can be divided into two categories, searching and browsing, based on the fact that whether visitors have a predefined shopping goal before visiting this online shop or not. And this research would like to focus on why and how searching and browsing effects online consumers’ behavior, like repurchase intention. We also include perceived utilitarian value, perceived hedonic value and satisfaction, which are so important in online shopping context, in our research model. As a result, our research model show that consumers’ previous shopping experience would lead to the development of perceived utilitarian value, perceived hedonic value and satisfaction, then it turns out to make consumers searching or browsing an online shop again and even repurchasing from this shop.
With user using online shopping in Taiwan as research subjects, data analysis is conducted via LISREL statistical analysis, with 221 valid questionnaires returned. This study concludes two main results, including: (1) Browsing has an indirect positive effect on repurchase intention via pleasure and arousal. (2) Perceived utilitarian value and perceived hedonic value have significant positive effects on search and browsing respectively. In the whole, implications were provided.
Subjects
感知效用價值
感知享樂價值
滿意度
針對性搜尋
探索性瀏覽
再購買意圖
愉悅感
喚起感
Type
thesis
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