A Study on the Determinants of Online to Offline Repurchase Intention of E-Commerce

• Main Authors: Yen-Chieh Hsu, 許硯捷
• Other Authors: Chin-Hung Liu, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/seewm2

碩士 === 國立勤益科技大學 === 企業管理系 === 106 === Along with the rapid development of information technology, the emerging Electronic Commerce (EC) has become a spot hotly contested by modern enterprises in the competition market, and also begun to influence the consumer’s sales behavior pattern. The current O2O EC mode refers to a kind of new retail service mode where a customer pays online to purchase a commodity and service first and then goes to an offline actual store to obtain the commodity or enjoy the service. In the EC market of fierce competition, an enterprise can enhance its e-brand image through the O2O mode to further obtain better e-brand equity and e-perceived quality to promote consumer’s O2O repurchase intention. Therefore, the key to influencing the operating performance of an enterprise organization would be enabling customers to purchase continuously. The study mainly explores the correlation and impact between e-brand image, e-brand equity, e-perceived quality, and O2O repurchase intention through the online questionnaire survey and statistical analysis method. The analysis results through the empirical study show that: (1) there is a significant positive correlation between e-brand image, e-brand equity, e-perceived quality, and O2O repurchase intention; (2) there is also a significant positive impact between e-brand image, e-brand equity, e-perceived quality, and O2O repurchase intention; (3) among the demographic variables, there is a significantly different perception on the e-brand image, e-perceived quality, and O2O repurchase intention between the testees of different genders; there is a significantly different perception on the e-brand image, e-brand equity, e-perceived quality, and O2O repurchase intention between the testees of different education backgrounds; there is a significantly different perception on the e-brand equity between the testees of different occupations. The findings can provide reference for an enterprise in its business strategy on how to improve the consumer’s O2O repurchase intention during its O2O EC mode application.