- 學位論文
Antecedents and Consequences of Regret and Satisfaction in Electronic Commerce: Moderating Effects of Habit
Antecedents and Consequences of Regret and Satisfaction in Electronic Commerce: Moderating Effects of Habit
摘要
近年來，網路購物已經非常的普及，在現今競爭激烈的線上零售業環境中，留住現有的顧客對於網路零售商是必要的，本研究著重於線上消費者購物流程中網際網路購買者後悔的前因與後果。本研究探討在電子商務環境中，線上消費者購物流程評估(搜尋經驗的困難程度、服務屬性評估、產品屬性評估與購買後的價格感知)以及其他選擇方案評估(其他選擇方案的吸引力)在決定購買者後悔與滿意度中所扮演之角色，且探討後悔、滿意度與習慣對於顧客再購買意向之影響。此外，本研究試圖探討習慣的調節效果，以期能獲得更清楚地了解再購買意向與其前因之間的關係。本研究採用問卷調查法蒐集431位線上顧客樣本資料，以結構方程模式(Structural Equation Modeling, SEM)之部分最小平方法(Partial Least Squares, PLS)來檢定研究假說，研究結果發現線上消費者購物流程評估(搜尋經驗的困難程度、服務屬性評估、產品屬性評估與購買後的價格感知)對後悔與滿意度有顯著的影響，進而影響再購買意向。此外，其他選擇方案評估(其他選擇方案的吸引力)對後悔有正向顯著的影響，本研究亦發現習慣對再購買意向有直接的影響以及對於後悔、滿意度此兩因素與再購買意向間的關係具有顯著的調節效果。本研究模式能提供更為豐富、完整的知識，以了解線上顧客之再購買行為，對於學術界與實務界將有相當重要之參考價值。
並列摘要
Online shopping has become very popular recently. In today’s highly competitive online retail environment, retaining existing customers is a necessity for online retailers. This study focuses on the antecedents and consequences of Internet buyer regret and satisfaction in the online consumer purchasing process. This study examines the roles that online consumers’ purchasing process evaluations (e.g., search experience difficulty, service-attribute evaluations, product-attribute evaluations and post-purchase price perceptions) and an alternative evaluation (i.e., alternative attractiveness) play in determining buyer regret and satisfaction in e-commerce. We also examine the consequences of regret, satisfaction and habit in regard to repurchase intention. In addition, this study attempts to investigate the moderating role of habit in attaining a better understanding of the relationship between repurchase intention and its antecedents. Survey data collected from 431 online customers are analyzed using structural equation modeling (SEM) with partial least squares (PLS) and support provided for the hypothesized links. These results indicate that online consumers’ purchasing process evaluations (e.g., search experience difficulty, service-attribute evaluations, product-attribute evaluations and post-purchase price perceptions) have significant influences on regret and satisfaction, which in turn influences repurchase intention. In addition, an alternative evaluation (i.e., alternative attractiveness) has a significant positive influence on regret. This study also found that habit directly influences repurchase intention and moderates the relationship between regret and repurchase intention and between satisfaction and repurchase intention. The research model can provide a richer understanding of online customers’ repurchase behavior and contribute to both research and practice.