The impact of Benefit, Asset specificity, Online word-of-mouth, and Brand awareness on consumers’repurchase intention in Internet shopping

• Main Authors: Liou,Yu-Lin, 廖佑霖
• Other Authors: Lu, Chih-Chaing
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/77496426235941893044

碩士 === 國立臺北商業技術學院 === 商學研究所 === 96 === Taiwanese Internet shopping market grow rapidly and unlimitedly, related organizations forecasted that the amount of Taiwanese Internet shopping market value may exceed NTD 252.9 billion in 2008. However, firms are confronted some problems, such as low purchase rate, low repurchase rate, difficult to maintain relationship with consumers. In this study, we attempt to analyze the impact of firms’ marketing strategies on consumers’ repurchase intention via transaction cost view. The sample was drawn from the groups that have the experience of purchasing on the Internet. 1070 of valid surveys were selected as a research sample of LISREL analysis. This study found that firms’ marketing strategies are positively related to the consumers’ repurchase intention, because those marketing strategies could reduce consumers’ transaction cost and improve efficiency of exchange. Brand awareness could reduce the cost of information search; benefit could reduce the external cost on utility; online word-of-mouth could decrease the cost of moral hazard; asset specificity was positively related to switching hold-up cost. Comparing with traditional market shopping, internet shopping has lower external cost on utility, lower information search cost, lower moral hazard cost and higher switching hold-up cost, consumers would be willing to purchase, enhance repurchase intention. This study also found that asset specificity are negatively related to repurchase intention. If firms build too much asset specificity, consumers may refuse to purchase next time.