What are the Benefits of Continued Purchasing through the Internet? A Study of South Korean Consumers
What are the Benefits of Continued Purchasing through the Internet? A Study of South Korean Consumers
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持续通过互联网采购有什么好处？
DOI：
10.4236/jssm.2008.11010
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发表时间：
2008
期刊：
影响因子：
--
通讯作者：
H. Okada
中科院分区：
文献类型：
--
作者：
K. Atchariyachanvanich;N. Sonehara;H. Okada
由于保持客户购买产品/服务是保持任何企业盈利能力的必要条件，因此通过互联网持续购买对在线业务至关重要。本研究是为数不多的试图调查影响顾客通过互联网继续购买意愿的感知利益因素之一。通过对韩国998名在线消费者填写的在线问卷进行多元回归分析发现，以节省时间和金钱为衡量标准的外在利益，以及以愉悦感、新鲜感和时尚参与为衡量标准的内在利益，对重复购买意愿有很强的影响。我们的研究结果表明，在网络购物中，顾客留存率的提升不仅要保证外在利益，还要保证内在利益。本研究讨论了为客户提供这些好处的相关技术和未来研究的指导方针。
Since keeping the customer purchasing a product/service is essential to maintaining the profitability of any business, the continuance of purchasing through the Internet is vital to online business. This study is one of the few attempts to investigate the perceived benefit factors affecting customers’ intention to continue purchasing through the Internet. Ac-cording to a multiple regression analysis of online questionnaires filled out by 998 online customers in South Korea, extrinsic benefits measured in terms of time and money savings as well as intrinsic benefits measured in terms of pleas-ure, novelty, and fashion involvement have strong effects on the repurchase intention. Our findings indicate that cus-tomer retention must be promoted in Internet shopping by guaranteeing not only extrinsic benefits but also intrinsic benefits. This study discusses the relevant techniques of providing those benefits to customers and guidelines for future research.