English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 58017/91564 (63%)
造訪人次 : 13717530      線上人數 : 52
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/76407


    題名: Understanding Customers’ Repeat Purchase Intentions in B2C E-commerce: The Roles of Utilitarian Value, Hedonic Value, and Perceived Risk
    作者: Chiu, C.M.;Wang, E.T.G.;Fang, Y.H.;Huang, H.Y.
    貢獻者: 淡江大學會計學系
    關鍵詞: hedonic value;utilitarian value;perceived risk;repeat purchase intention;means-end chain theory;prospect theory
    日期: 2014-01
    上傳時間: 2012-05-09 07:41:24 (UTC+8)
    出版者: Chichester: Wiley-Blackwell Publishing Ltd.
    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.
    關聯: Information Systems Journal 24(1), pp.85–114
    DOI: 10.1111/j.1365-2575.2012.00407.x
    顯示於類別:[會計學系暨研究所] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML288檢視/開啟
    index.html0KbHTML16檢視/開啟
    Understanding Customers’ Repeat Purchase Intentions in B2C E-commerce The Roles of Utilitarian Value, Hedonic Value, and Perceived Risk.pdf209KbAdobe PDF0檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋