| Summary: | 碩士 === 國立彰化師範大學 === 資訊管理學系所 === 102 === E-commerce has been a more popular way for the business to sale its products to the customers. Therefore, more attention is needed for the e-commerce websites to maintain and increase the consumers' re-purchase intention in this highly competitive electronic commerce environment. In this study, starting from investing the familiarity and reputation with the online auction website, we further explore the relationships between the consumer emotion, the trust and the repurchase intention.
In this study, consumers with experiences of online auction were chosen as our research subjects, we collect 252 effective samples of customers form online questionnaire, were obtained from convenience sampling. With the 252 questionnaires, the study completes the structural model analysis by the Smart PLS 2.0, and the results show that the familiarity, reputation and trust of stores has positive influence on the positive emotion, the reputation of stores has positive influence to the trust, the trust of stores has no significant differences in positive emotion and negative emotion, the positive emotion and trust of stores has positive influence to the customers’ re-purchase intention, the negative emotion has no significant differences in re-purchase intention. Finally, according to the research results and to give advice.
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