A study of Effect of Service Quality,Web Trust,and Repurchase Intension-An Example of Group Buying Website

• Main Authors: Tsai hung yu, 蔡閎聿
• Other Authors: 張瑞芳
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/31721972447906103152

碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 101 === Group-buying has become a major online shopping mode among users in Taiwan. Many "group-buying sites" sprung up accordingly. Previous studies indicate that the service quality of website is based consumer’s comparsion of their expectations witg the perceived services while shopping online, thereby leading to their trust on group-buying sites. Good perceived service will have a direct and positive impact on their repurchase intention. Using consumers on group-buying sites as study example, the study attempts to explore how website service quality and website trust affect consumers’ repurchase intention by systematically lists the results of previous literature and investigating the relations among various dimensions, such as "website service quality", "website trust" and "repurchase intention". 150 valid questionnaires are collected and analyzed with SPSS 18.0 statistical analysis software for descriptive statistics analysis, factor analysis, reliability and validity analysis, correlation analysis, and regression analysis. The research findings conclude: 1.There are significant differences among website service quality, website trust and repurchase intention in different demographic groups (such as gender, marital status, age, education background, average monthly income, the maximum purchase amount); 2.Website service quality has a significant and positive impact on website trust; 3.Website service quality has significant and positive impact on repurchase intention; 4.Website trust has a significant abnd positive impact on repurchase intentions; 5.Website trust acts as a mediating role in the relationship of website trust and customers’ repurchase intention.