再次購買或忠誠度對於網路商家的生存與成功是非常重要的。過去研究已指出愉悅利益與功能利益為線上購物的重要驅動因素，過去研究也指出不確定性是線上交易的主要障礙，但這些觀點卻被資管與管理學者獨立檢驗。已知線上顧客的動機為將個人利益最大化及個人成本最小化，因此線上購物的利益與成本認知，預期會在顧客的再次購買意圖上扮演重要角色。因此，本研究之研究模型整合愉悅利益、功能利益與不確定性，以探討顧客的再次線上購物意圖。 ; Repurchase or customer loyalty is critical to the online vendor’s survival and success. Previous research has established that hedonic benefits and utilitarian benefits are important drivers to online shopping. Previous research has also identified uncertainty as the primary barrier to online transactions. But these perspectives have been examined independently by IS and management researchers. Given that online buyers are known to be motivated to maximize benefits and minimize cost, both the perceived benefits and cost of online shopping are expected to play important roles in predicting their repurchase intentions. Accordingly, this study integrates hedonic benefits, utilitarian benefits, and uncertainty into a theoretical model to study customers’ repurchase intentions in the context of online shopping. ; 研究期間 9708 ~ 9807
