Understanding the Repeat Purchase Intention in Online Group-Buying: An Integration of Expectation–Confirmation Theory and Relationship Quality

• Main Authors: Chung-Ying Hsieh, 謝忠穎
• Other Authors: Meng-Hsiang Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/26672616889459326769

碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 100 === Customer loyalty or repeat purchasing is critical for the survival and success of e-commerce. Online group-buying intention is an important issue in the field of e-commerce that rises in recent years. Based on Customer Satisfaction Model and Expectation Confirmation Theory, this study propose a repeat purchasing model to examine the effect of perceived quality, perceived value, and expectation confirmation on customers’ satisfaction. This study also investigates the effect of trust and satisfaction on repeat purchase intention. Furthermore, the research model suggests that habit plays as a moderator in the impact of trust on repeat purchase intention. A questionnaire was constructed and data was collected from 246 buyers of GROUPON Taiwan, and then evaluated with Structural Equation Modeling (SEM). First of all, the results indicate that repeat purchase intention is affected by satisfaction and trust. Second, our findings show that higher level of habit deflates the effect of trust on repeat purchase intention. Third, perceived quality, perceived value, and confirmation are important to satisfaction formation.