A Study on the Determinants of Customer Repurchase Intentions in Pre-payment Exchanges

[[abstract]]雖然今日預付型交易已四處可見，但迄今行銷領域仍缺乏對預付型交易研究的重視，基於此研究缺口，本研究旨在比較預付型交易與非預付型交易下續購意願影響因素之間關聯性的差異；在研究架構中以信任為中介變數，並以產品/服務的涉入度作為干擾變數。 本研究經由操弄檢定選出四種情境(預付、非預付、高涉入預付、低涉入預付)的代表產品共8種，以人員攜帶問卷訪問的方式調查319位消費者。統計結果顯示：(1)預付交易比起非預付交易，認知風險對信任的影響力較大，且信任對續購意願的關係亦如此。(2)不論是預付型或非預付型交易，企業聲譽及產品/服務知識對信任的影響力都位居前二位。但在預付型交易下認知風險的影響力位居第三，而產品/服務品質的影響不顯著；在非預付型交易下則相反，產品/服務品質的影響力位居第三，而認知風險沒有顯著影響。(3)高涉入的預付交易比起低涉入的預付交易，產品/服務品質、認知風險及產品/服務知識對信任的影響力較大，且信任對續購意願的關係亦如此。但是涉入度並不會干擾企業聲譽與信任的關係。(4)個人的風險迴避傾向在預付型與非預付型交易中對信任皆無顯著影響。(5)信任在預付型與非預付型交易中均具有顯著的中介效果。 本研究的結果可以提供學術界研究預付型交易的參考，也可以幫助企業了解影響消費者購買預付型產品的因素及其相對重要性。本研究最後討論行銷管理涵意及研究限制，並對學術界及企業界提供若干建議與未來研究方向。[[abstract]]Although prepayment exchanges are pervasive in our daily lives researchers have not yet paid sufficient attention on them Based on this research gap the purpose of this study is to compare the relationships among the determinants of repurchase intentions on prepayment exchanges relative to those of non-prepayment exchanges This study sets trust as a mediating variable and product/service involvement as a moderating one This study conducted a manipulation check to select eight products representing four research scenarios (prepayment; non-prepayment; high-involved prepayment; low-involved prepayment) Based on a sample of 319 general consumers we find that (1) The effect of perceived risk on trust is significantly greater in prepayment exchanges than in non-prepayment exchanges so is the impact of trust on repurchase intentions (2)Both in pre-payment and non-prepayment exchanges firms’ reputation and product/service quality are the two factors that most strongly influence consumers’ trust in the firms Howeer whereas in prepayment exchanges perceived risk is the third influential factor and product/service quality is not significant in their relations to trust in non-prepayment exchanges the relations are opposite that is product/service quality is the third important one and perceived risk is not significant (3)Both the effects of product/service quality perceived risk and product/service knowledge on trust and the effect of trust on repurchase intentions are significantly greater in high-involved prepayment exchanges than in low-involved prepayment exchanges However involvement does not moderate the relationship between reputation and trust (4) Individuals’ risk aversion trait is not significantly related to trust in both prepayment and non-prepayment exchanges (5) Trust is an important mediating variable in both prepayment and non-prepayment exchanges These research findings can provide insight for academicians into the study of prepayment exchanges and will help practitioners identify factors (and their relative importance) that influence the buying of pre-paid products/services Finally this study discussed marketing implications of the findings and their implications and also offered suggestions for practitioners and directions for future studie