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Factors influencing internet shopping value and customer repurchase
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Factors influencing internet shopping value and customer repurchase Presentation Transcript

  • 1. Factors Influencing Internet Shopping Value and Customer Repurchase Intention SHOP INFO Presenter: Jessie Liu Instructor: Dr. Pi-Ying Hsu Date: February 24, 2014 1
  • 2. Citation Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374-387. 2
  • 3. Contents Introduction Literature Review Methodology Results & Conclusion Reflection 3
  • 4. INTRODUCTION Background Gap Purpose of the Study 4
  • 5. Background Internet shopping businesses depends on: innovation 1 2 3 4 the provision of interactive, cost-efficient, and convenient services enticing new customers existing customer bases (Overby & Lee, 2006, Pavlou et al., 2007) 5
  • 6. Gap Previous researchers failed to suggest a comprehensive model for Internet shopping business success by linking customer satisfaction and retention using existing information systems and marketing literature. (Hellier et al., 2003 ) 6
  • 7. Purpose of the Study To examine the effect of various Internet shopping site qualities on the utilitarian and hedonic values of Internet shopping 7
  • 8. LITERATURE REVIEW Research Model Research Questions Hypotheses 8
  • 9. Research Model System Quality Security Accessibility Information Quality H4a H4b H5a H5b Utilitarian Shopping Value H1b H1a H6a Variety H6b Currency H7a H7b Customer Satisfaction Service Quality Quickness Receptiveness H8a H8b Hedonic Shopping Value H3 Intent to Repurchase H2a H2b H9a H9b 9
  • 10. Research Questions Do system, information, and service qualities affect hedonic and utilitarian shopping values? Do hedonic and utilitarian shopping values affect customer satisfaction and repurchase intention? Does customer satisfaction affect repurchase intention? 10
  • 11. Internet shopping value Utilitarian shopping value Hedonic shopping value the degree to which consumers feel their shopping goals have been accomplished the fun and excitement of the shopping experience (Bridges & Florsheim 2008; Overby & Lee 2006; To et al., 2007) 11
  • 12. Internet shopping value Internet shopping business success requires the provision of both values because they are highly related to the likelihood of customer satisfaction and purchase. (Kuan et al., 2008; Shang et al., 2005; Sorce et al., 2005; Wolfinbarger & Gilly, 2001) 12
  • 13. Internet shopping value H1a: H1b: H2a: H2b: H3: Utilitarian shopping value is positively (+) associated with customer satisfaction. Utilitarian shopping value is positively (+) associated with customer repurchase intention. Hedonic shopping value is positively (+) associated with customer satisfaction. Hedonic shopping value is positively (+) associated with customer repurchase intention. Customer satisfaction is positively (+) associated with customer repurchase intention. 13
  • 14. System Quality Hedonic and utilitarian shopping values are likely to increase when there is prompt access to Internet shopping sites and increased security of personal information. (Bridges & Florsheim 2008; Lu & Su, 2009; Overby & Lee, 2006) System quality must support the consumer’s purchasing activity by providing security and accessibility (access convenience, ease of use and reliability), in addition to speed and a variety of other convenience features. (Chan & Teo, 2007; Doll et al., 2004; Schaupp et al., 2009) 14
  • 15. System Quality H4a: Security is positively (+) associated with utilitarian shopping value. H4b: Security is positively (+) associated with hedonic shopping value. H5a: Accessibility is positively (+) associated with utilitarian shopping value. H5b: Accessibility is positively (+) associated with hedonic shopping value. 15
  • 16. Information Quality Information variety the abundance of information that satisfies different types of consumers Information currency the degree to which consumers perceive information as novel and timely (Chen & Cheng, 2009; Kim & Lee 2005) 16
  • 17. Information Quality H6a: Information variety is positively (+) associated with utilitarian shopping value. H6b: Information variety is positively (+) associated with hedonic shopping value. H7a: Information currency is positively (+) associated with utilitarian shopping value. H7b: Information currency is positively (+) associated with hedonic shopping value. 17
  • 18. Service Quality Previous research has shown that prompt product delivery and ease of product return significantly increase a consumer’s positive experiences, including greater enjoyment. (Comegys et al., 2009; Hui & Wan 2007; Zeithaml et al., 2002) The shopping value perceived by customers is critically dependent on how quickly and accurately products are delivered after the order is placed. (Ha & Stoel, 2009) 18
  • 19. Service Quality H8a: Service quickness is positively (+) associated with utilitarian shopping value. H8b: Service quickness is positively (+) associated with hedonic shopping value. H9a: Service receptiveness is positively (+) associated with utilitarian shopping value. H9b: Service receptiveness is positively (+) associated with hedonic shopping value. 19
  • 20. Demographic Attributes Student Workforce There are differences in income level, age, purchasing power, and computer literacy. 20
  • 21. Demographic Attributes H10: H11: H12: H13: The impact of system quality on hedonic/utilitarian shopping values differs across user income levels. The impact of information quality on hedonic/utilitarian shopping values differs across user income levels. The impact of service quality on hedonic/utilitarian shopping values differs across user income levels. The impact of hedonic/utilitarian shopping values on customer satisfaction and repurchase intention differs across user income levels. 21
  • 22. Demographic Attributes H14: H15: H16: H17: The impact of system quality on hedonic/utilitarian shopping values differs between genders. The impact of information quality on hedonic/utilitarian shopping values differs between genders. The impact of service quality on hedonic/utilitarian shopping values differs between genders. The impact of hedonic/utilitarian shopping values on customer satisfaction and repurchase intention differs between genders. 22
  • 23. METHODOLOGY Instrument Data Collection and Analysis 23
  • 24. Instrument Question strongly disagree Internet shopping site is easy to browse. □ disagree Neither □ □ agree strongly agree □ □ 45 items 24
  • 25. Data Collection Over 8 weeks E-mail and direct delivery 151 women 142 men General public in Korea Online and offline surveys 293 questionnaires 25
  • 26. Data Analysis to evaluate the reliability of variables Cronbach’s alpha Factor analysis and internal consistency to assess the validity of the constructs to test the research hypotheses Structural equation model (SEM) 26
  • 27. RESULTS & CONCLUSION Demographic Analysis Reliability and Validity Hypotheses 27
  • 28. 115 workforce Demographic Analysis 28
  • 29. > 0.7 Reliability and Validity 29
  • 30. Reliability and Validity 30
  • 31. Research Hypotheses System Quality Security Accessibility .107* .170* Information Quality Utilitarian Shopping Value .095* Variety .286* Service Quality Quickness Receptiveness .202* .325* Customer Satisfaction .294* Currency .149* Hedonic Shopping Value .622* Intent to Repurchase .166* .148* .405* 31
  • 32. Research Hypotheses 32
  • 33. REFLECTION 33
  • 34. Reflection Didn’t explain why they excluded other factors. usability availability reliability the response time security accessibility Didn’t explain how they chose the sample. From general public Sampling method? Condition? 34
  • 35. Thank you for your attention! 35