Determinants of customer repurchase intention in online shoppingстатья из журнала
Аннотация: Purpose The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping. Design/methodology/approach Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS‐Graph version 3.0) is used to analyse the measurement and structural models. Findings The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of customers' repurchase intentions. Research limitations/implications The data are collected from a single online shopping store – the generalisation of the model and findings to other online stores requires additional research. Our findings imply that the five dimensions of e‐service quality are possibly among the most important antecedents of customers' trust in online vendors. Practical implications Online vendors should ensure that they provide adequate utilitarian and hedonic value for customers instead of focusing on just one of these aspects in their web site development. Originality/value Customer loyalty is critical to the online vendor's survival and success. The study provides evidence that online trust is built through order fulfilment, privacy, responsiveness and contact.
Год издания: 2009
Авторы: Chao‐Min Chiu, Chen‐Chi Chang, Hsiang‐Lan Cheng, Yu‐Hui Fang
Издательство: Emerald Publishing Limited
Источник: Online Information Review
Ключевые слова: Technology Adoption and User Behaviour, Digital Marketing and Social Media, Customer Service Quality and Loyalty
Открытый доступ: closed
Том: 33
Выпуск: 4
Страницы: 761–784