Understanding customers' repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk

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題名:	Understanding customers' repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk
作者:	王存國;Chiu, Chao-Min;Wang, Eric T. G.;Fang, Yu-Hui;Huang, Hsin-Yi
貢獻者:	管理學院資訊管理學系
關鍵詞:	Analysis;Brand loyalty;Construction;Consumer behavior;Electronic commerce;hedonic value;Information systems;means-end chain theory;Package design;perceived risk;Perceptions;prospect theory;Purchase intention;repeat purchase intention;Risk;Studies;utilitarian value
日期:	2014-01-01
上傳時間:	2026-04-23 13:57:13 (UTC+8)
出版者:	Wiley-Blackwell Publishing Ltd;Oxford, UK: Blackwell Publishing Ltd
摘要:	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. 出版者： Oxford, UK: Blackwell Publishing Ltd 出版日期： 2014-01 出處： Information systems journal (Oxford, England), 2014-01, Vol.24 (1), p.85-114 資源來源： EBSCOhost Business Source Premier 版權： 2012 Wiley Publishing Ltd 版權： Copyright © 2014 Wiley Publishing Ltd 識別號： ISSN: 1350-1917 識別號： EISSN: 1365-2575 識別號： DOI: 10.1111/j.1365-2575.2012.00407.x
顯示於類別:	[資訊管理學系] 期刊論文

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