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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/29654

    Title: Determinants of customer repurchase intention in online shopping
    Authors: Chiu,CM;Chang,CC;Cheng,HL;Fang,YH
    Contributors: 資訊管理研究所
    Date: 2009
    Issue Date: 2010-06-29 20:37:27 (UTC+8)
    Publisher: 中央大學
    Abstract: Purpose - The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e-service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping. Design/methodology/approach - Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS-Graph version 3.0) is used to analyse the measurement and structural models. Findings - The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of customers' repurchase intentions. Research limitations/implications - The data are collected from a single online shopping store the generalisation of the model and findings to other online stores requires additional research. Our findings imply that the five dimensions of e-service quality are possibly among the most important antecedents of customers' trust in online vendors. Practical implications - Online vendors should ensure that they provide adequate utilitarian and hedonic value for customers instead of focusing on just one of these aspects in their web site development. Originality/value - Customer loyalty is critical to the online vendor's survival and success. The study provides evidence that online trust is built through order fulfilment, privacy, responsiveness and contact.
    Appears in Collections:[資訊管理研究所] 期刊論文

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