Understanding Customers’ Repeat Purchase Intentions in B2C E-commerce: The Roles of Utilitarian Value, Hedonic Value, and Perceived Risk
學年 102
學期 1
出版（發表）日期 2014-01-01
作品名稱 Understanding Customers’ Repeat Purchase Intentions in B2C E-commerce: The Roles of Utilitarian Value, Hedonic Value, and Perceived Risk
作品名稱（其他語言）
著者 Chiu, C.M.; Wang, E.T.G.; Fang, Y.H.; Huang, H.Y.
單位 淡江大學會計學系
出版者 Chichester: Wiley-Blackwell Publishing Ltd.
著錄名稱、卷期、頁數 Information Systems Journal 24(1), pp.85–114
摘要 Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers based on means-end chain theory and prospect theory. In the research model, both utilitarian value and hedonic value are hypothesised to affect repeat purchase intention positively. Perceived risk is hypothesised to affect repeat purchase intention negatively and moderate the effects of utilitarian and hedonic values on repeat purchase intention. Utilitarian value is proposed as a formative second-order construct formed by product offerings, product information, monetary savings and convenience. Hedonic value is also proposed as a formative second-order construct formed by the six hedonic benefits that have been identified in prior research. Data collected from 782 Yahoo!Kimo customers provide strong support for the research model. The results indicate that both the utilitarian value and hedonic value are positively associated with buyers' repeat purchase intention. A higher level of perceived risk reduces the effect of utilitarian value and increases the effect of hedonic value on repeat purchase intention. Implications for theory and practice and suggestions for future research are provided.
關鍵字 hedonic value; utilitarian value; perceived risk; repeat purchase intention; means-end chain theory; prospect theory
語言 en
ISSN 1350-1917
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 紙本
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