文章基本信息

标题：Empirical Study of Influential Factors of Online Customers’ Repurchase Intention
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作者：Yuping Li
期刊名称：iBusiness
印刷版ISSN：2150-4075
电子版ISSN：2150-4083
出版年度：2016
卷号：08
期号：03
页码：48-60
DOI：10.4236/ib.2016.83006
语种：English
出版社：Scientific Research Publishing
摘要：There is not a unanimous conclusion about the influential elements of online customers’ repurchase intention. We established a concept model and discussed how utilitarian values (perceived ease of use and perceived usefulness), social values (satisfaction and trust) and the hedonic value (perceived enjoyment) directly and indirectly influenced customers’ repurchase intention in the context of online shopping. It adapted questionnaire to collect data and testified the hypothesis by structural equation model. The results showed that perceived usefulness, online customers’ satisfaction and perceived enjoyment had significantly positive impact on online customers’ repurchase intention. Moreover, we found that compared with utilitarian factors, the hedonic factor had a stronger positive impact on repurchase intention.
关键词：Perceived Ease of Use;Perceived Usefulness;Customer Satisfaction;Customer Trust;Perceived Enjoyment