Understanding Customer Repurchase Intention - a Social Exchange Perspective

[[abstract]]由於網路商店的進入障礙比起實體市場相對較低，在競爭者眾多的情況下，如何留住顧客就成為每個廠商所必須研究的議題，國內許多廠商為了增加消費者再度回到網站上消費的意願，紛紛以不同的廣告及推薦方式來增加消費者本身的需求，但廠商只是不斷的將眾多且繁瑣的資訊發送給消費者，這造成了許多消費者有資訊過載的問題。過去與網路購物相關的研究顯示，網路再購意圖並不容易維持。相關的研究也指出目前欠缺一個理論模式來有效解釋再購意圖的形成。因此本研究依據社會交換理論，考量網路購物環境、網站經營者的管理模式與服務品質、以及消費者的購物習性等，發展出一個新的理論架構。這個架構透過實證資料來瞭解再購意圖。因此對購物網經營者與社會交換理論的延伸具有貢獻。 本研究將習慣做為干擾變數，探討影響消費者再購意願之影響，並將年齡作為控制變數探討不同年齡層針對再購意願間的差異，並以社會交換理論為基礎，探討影響消費者對網路再購意願之關鍵因素。本研究共回收341份問卷，研究結果顯示透過個人化推薦系統，顧客對於網站的服務品質(互動品質、環境品質、產出品質)及對網站信任(對資訊的信任、對服務提供者的信任)將有助於提高顧客的回流率，即是對再購意願擁有顯著的影響，而同時也檢測出習慣所造成的干擾效果，將會減弱環境品質對再購意願之影響。[[abstract]]In this case much competitors how to retain customers has been become necessary to study each vendor issues of the online market entry barriers are relatively lowly compared with entity Many manufacturers in order to increase consumer spending and returned to the website wishes can make different advertising and recommend ways to increase consumer demand itself but some manufacturers are large and cumbersome to constantly send information to consumers which resulted in many consumers have the information overload problem Past and online shopping related research shows that Internet repurchase intent is not easy to maintained Relevant studies also pointed out the current lack of a theoretical models to effectively explain the formation repurchase intentions Therefore In this study base on social exchange theory considerations internet shopping environment and website operators and service quality management model as well as consumer shopping habits etc to develop a new theoretical framework In this study Habits as a moderator to explore the impact on consumer repurchase intentions the impact of age as control variable and explore different age groups for the difference between the repurchase intention and social exchange theory to explore the impact of consumer Internet repurchase Intentions key point In this study 341 questionnaires were collected the findings show through personalized recommendation system the customer the service quality at For site (interaction quality environmental quality output quality) and on the website confidence (trust for information on the service provider's trust ) will help to improve customer return rate which is a repurchase intentions have a significant impact while also detecting the interference effects caused by habit will weaken environmental quality and repurchase intentio