题名

線上顧客再購意圖之研究：結合期望－不確認理論與承諾－信任理論觀點

并列篇名

Factors Influencing Repurchase Intention of Online Customers: Integrating the Perspectives of Expectation-Disconfirmation Theory and Commitment-Trust Theory

DOI

10.29767/ECS.201112.0001

作者

莊淑惠(Shu-Hui Chuang)；林鴻南(Hong-Nan Lin)；翁佩瑜(Pei-Yu Wong)

关键词

電子商務 ； 期望－不確認理論 ； 承諾－信任理論 ； electronic commerce ； expectation-disconfirmation theory ； commitment-trust theory

期刊名称

Electronic Commerce Studies

卷期/出版年月

9卷4期（2011 / 12 / 31）

页次

383 - 406

内容语文

繁體中文
中文摘要

由於線上顧客的忠誠度普遍較低，因此維持顧客的再購買意願將是線上企業成功的關鍵。過去研究多採期望－不確認理論之觀點來探討顧客的再購買行為，而認為滿意度是影響顧客再購買意圖的主要因素，然而，有些學者則指出維持顧客滿意度並不足以讓目前的顧客轉變成為長期忠誠的顧客。因此，本研究延伸期望－不確認理論，並整合承諾－信任理論之觀點來探討影響線上顧客再購買意圖之因素。本研究採用問卷調查法，蒐集到300份有效問卷，並以結構方程模式中的部分最小平方法（partial least squares, PLS）進行資料分析，結果顯示本研究所發展之整合模式能提供更為豐富、完整的觀點來解釋與預測線上顧客的再購買意圖。
英文摘要

Since online customers have lower loyalty levels compared to offline customers, maintaining customers' repurchase intentions is critical to online business success. Previous research largely adopted the perspective of expectation-disconfirmation theory (EDT) to investigate customers' repurchase behavior and suggested that customer satisfaction is a major predictor of repurchase intentions. However, it has been argued that maintaining customer satisfaction does not convert current customers into long-term loyal customers and prevent them from switching to alternatives. This study extends the EDT by integrating it with the key constructs of commitment-trust theory (i.e., commitment and trust) to investigate factors that influence customers' repurchase intentions in online shopping. Data were collected through an online survey of 300 experienced online shoppers. The partial least squares (PLS) method was used to test the research model. The results showed that the proposed model in this study can provide a fuller understanding of why customers intend to repurchase from an online retailing website.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
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被引用次数
  1. 陳智彥(2021)。嘉義市國民運動中心APP滿意度、信任、系統品質與態度模式之研究。輔仁大學體育學刊，20，1-21。
  2. 董信煌、辛憶如(2016)。知覺補救、顧客滿意度與再購意願之研究－以網購配送服務失誤為例。行銷評論，13(2)，129-159。
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