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

Information systems journal (Oxford, England), 2014-01, Vol.24 (1), p.85-114 [Tạp chí có phản biện]

2012 Wiley Publishing Ltd ;Copyright © 2014 Wiley Publishing Ltd ;ISSN: 1350-1917 ;EISSN: 1365-2575 ;DOI: 10.1111/j.1365-2575.2012.00407.x

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  • Nhan đề:
    Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk
  • Tác giả: Chiu, Chao-Min ; Wang, Eric T. G. ; Fang, Yu-Hui ; Huang, Hsin-Yi
  • Chủ đề: Analysis ; Brand loyalty ; Construction ; Consumer behavior ; Electronic commerce ; hedonic value ; Information systems ; means-end chain theory ; perceived risk ; Perceptions ; prospect theory ; repeat purchase intention ; Risk ; Studies ; utilitarian value
  • Là 1 phần của: Information systems journal (Oxford, England), 2014-01, Vol.24 (1), p.85-114
  • Mô tả: 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.
  • Nơi xuất bản: Oxford, UK: Blackwell Publishing Ltd
  • Ngôn ngữ: English
  • Số nhận dạng: ISSN: 1350-1917
    EISSN: 1365-2575
    DOI: 10.1111/j.1365-2575.2012.00407.x
  • Nguồn: Alma/SFX Local Collection
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