A Study on Online Repurchase Intention based on the Integration of Signal Theory and Social Cognition Theory

[[abstract]]電子商務市場是透過資訊技術的完全中介作用，建立資訊不對稱（即有限的資訊）。這種不對稱性可能會阻礙消費者有效的評估產品的能力，從而挑戰線上的賣家。訊號理論為外部訊號線索，賣家可用於傳達產品品質資訊給消費者，減少不確定性和促進購買或幫助消費者改變對產品的想法。本研究提出了一個模型來調查網站品質作為產品品質的潛在訊號，並考慮產品資訊不對稱和訊號可信度的干擾作用。該研究還發現，感知價值和認知鎖定可以預測消費者的再購意圖。 結果表明，網站品質影響產品品質對消費者的看法，並影響線上再購意願。當消費者有較高的產品資訊不對稱，網站品質對感知產品品質有較大的影響。訊號的可信度也被發現，高品質的網站品質和產品品質之間的關係。認知鎖定和產品的線索會增加再購意願的影響。零售商學習更可以提高產品的品質，降低了產品的篩選成本和提高產品評估成本。[[abstract]]An electronic commerce marketing channel is fully mediated by information technology creating information asymmetry (i e limited information) Such asymmetry may impede consumers’ ability to effectively assess certain types of products thus creating challenges for online sellers Signaling theory can aid in the understanding of how extrinsic cues—signals—can be used by sellers to convey product quality information to consumers reducing uncertainty and facilitating a purchase or exchange This study proposes a model to investigate website quality as a potential signal of product quality and consider the moderating effects of product information asymmetries and signal credibility The study also finds that perceived value and cognitive lock-in can predict consumer purchase intentions The results indicate that website quality influences consumers’ perceptions of product quality and affects online purchase intentions Website quality is found to have a greater influence on perceived product quality when consumers have higher information asymmetry Signal credibility is found to strengthen the relationship between website quality and product quality perceptions for a high quality website The implications of cognitive lock-in and product cues for increasing purchase intentions are discussed Retailer learning reflected in higher quality products is associated with both lower product screening cost and higher product evaluation cos