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

Chao Min Chiu, Eric T.G. Wang, Yu Hui Fang, Hsin Yi Huang

研究成果: 雜誌貢獻期刊論文同行評審

598 引文 斯高帕斯(Scopus)

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.

原文???core.languages.en_GB???
頁(從 - 到)85-114
頁數30
期刊Information Systems Journal
24
發行號1
DOIs
出版狀態已出版 - 1月 2014

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