文章基本信息

标题：What are the Benefits of Continued Purchasing through the Internet? A Study of South Korean Consumers
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作者：Kanokwan Atchariyachanvanich ; Noboru Sonehara ; Hitoshi Okada 等
期刊名称：Journal of Service Science and Management
印刷版ISSN：1940-9893
电子版ISSN：1940-9907
出版年度：2008
卷号：1
期号：1
页码：101-110
DOI：10.4236/jssm.2008.11010
出版社：Scientific Research Publishing
摘要：Since keeping the customer purchasing a product/service is essential to maintaining the profitability of any business, the continuance of purchasing through the Internet is vital to online business. This study is one of the few attempts to investigate the perceived benefit factors affecting customers’ intention to continue purchasing through the Internet. Ac-cording to a multiple regression analysis of online questionnaires filled out by 998 online customers in South Korea, extrinsic benefits measured in terms of time and money savings as well as intrinsic benefits measured in terms of pleas-ure, novelty, and fashion involvement have strong effects on the repurchase intention. Our findings indicate that cus-tomer retention must be promoted in Internet shopping by guaranteeing not only extrinsic benefits but also intrinsic benefits. This study discusses the relevant techniques of providing those benefits to customers and guidelines for future research.
关键词：repurchase intention; benefit; Internet shopping; extrinsic benefit; intrinsic benefit