| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士班 === 105 === This research investigates the factors influencing customer satisfaction and repurchase intention in online retailing context. The concept of e-service quality (including e-s-qual and e-recs-qual dimensions) and switching cost are examined in the model for hypotheses calibration. We perform structural equation analysis using partial least square method (exemplified by smart PLS 3.0 software) with a sample of 170 observations that have had experiences in online purchasing. The results indicate that four out of seven dimensions of e-service quality involving fulfillment, efficiency, responsiveness and contact have significant impact on customer satisfaction, in the meantime, customer satisfaction and commitment have significant effect on repurchase intention. Moreover, switching cost has significant influence on both customer satisfaction and repurchase intention. The findings can help online retailers understand the importance of service quality, switching cost, customer satisfaction and commitment on repurchase intention, which can give them clues to make and implement marketing plans.
Key words: e-service quality, e-recovery service quality, customer satisfaction, repurchase intention, online retailing context.
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