Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents
Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents
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DOI：
10.1016/j.dss.2012.05.021
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发表时间：
2012-11-01
影响因子：
7.5
通讯作者：
Chang, Chun-Ming
中科院分区：
文献类型：
--
作者：
Chiu, Chao-Min;Hsu, Meng-Hsiang;Chang, Chun-Ming
顾客忠诚度或重复购买对任何商店的生存和成功都至关重要。本研究以网上商店为研究对象，探讨习惯对信任与重复购买意向关系的调节作用。以往关于在线行为持续性模型的研究将有用性、信任度、满意度和感知价值视为持续使用或忠诚的主要决定因素，而忽视了习惯的重要作用。我们将网上购物中的习惯定义为买家倾向于不假思索地自动在线购物的程度。基于最近关于持续使用IS和重复购买的研究，我们建立了一个模型，认为习惯在信任和重复购买意愿之间起调节作用，而熟悉度、价值和满意度是习惯的三个前置因素。从雅虎！基莫购物中心的454名顾客那里收集的数据为研究模型提供了强有力的支持。结果表明，较高的习惯水平会降低信任对重复购买意愿的影响。数据还表明，价值、满足感和熟悉度对习惯养成很重要，因此与在线重复购买相关。文中还讨论了本研究对理论和实践的启示以及对未来研究的建议。(C)2012爱思唯尔B.V.保留所有权利。
Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the moderating role of habit on the relationship between trust and repeat purchase intention. Prior research on online behavior continuance models perceives usefulness, trust, satisfaction, and perceived value as the major determinants of continued usage or loyalty, overlooking the important role of habit. We define habit in the context of online shopping as the extent to which buyers tend to shop online automatically without thinking. Building on recent research on the continued usage of IS and repeat purchasing, we develop a model suggesting that habit acts as a moderator between trust and repeat purchase intention, while familiarity, value and satisfaction are the three antecedents of habit. Data collected from 454 customers of the Yahoo!Kimo shopping mall provide strong support for the research model. The results indicate that a higher level of habit reduces the effect of trust on repeat purchase intention. The data also show that value, satisfaction, and familiarity are important to habit formation and thus relevant within the context of online repeat purchasing. The implications for theory and practice and suggestions for future research are also discussed. (C) 2012 Elsevier B.V. All rights reserved.