||Exploring the Mediator Role of Customer Satisfaction in the Relationship between Credibility of Online Transaction Portal and Repurchase Intention
||Institute of International Management (IIMBA--Master)(on the job class)
Credibility of online transaction portal
此外，本研究目的旨在研究線上購物入口網站可信度對於回購意願的影響程度，採用TAM 2 模型當作理論基礎，將顧客滿意度設定為中介變數，觀察其對認知易用性、認知有用性、線上購物入口網站可信度、回購意願關聯中帶來的影響結果。
Online activities are common in Taiwan; especially online shopping. However, in these years, there are more and more people have awareness on security and privacy toward online shopping. Therefore, credibility of the online transaction portal is targeted to put into research framework to have further investigation to see how online users perceive the portal/website. What’s more, this research aims to study the influence of credibility of online transaction portal on repurchase intention. On the other hand, take customer satisfaction as the mediator in this study in order to see how it mediates the association among perceived ease of use, perceived usefulness, and credibility of portal and repurchase intention. By adopting TAM 2 into the research framework, this research ends with a number of implications.
TABLE OF CONTENTS VI
LIST OF TABLES IX
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Motivation and Objective. 3
1.3 Research Structure. 5
1.4 The Scope of this Study. 5
1.5 Research Procedure. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Theoretical Background and Framework. 7
2.2 Definition of Research Constructs. 10
2.2.1 Perceived Ease of Use (PEOU). 10
2.2.2 Perceived Usefulness (PU). 11
2.2.3 Credibility of Online Portal. 12
2.2.4 Customer Satisfaction. 14
2.2.5 Repurchase Intention. 15
2.3 Development of Hypotheses. 16
2.3.1 Relationship between Perceived Ease of Use, Perceived Usefulness and Customer Satisfaction. 16
2.3.2 Relationship between Online Transactional Portal, Customer Satisfaction and Repurchase Intention. 20
2.3.3 Relationship between Customer Satisfaction and Repurchase Intention. 21
2.3.4 Relationship between Perceived Ease of Use, Perceived Usefulness and Repurchase Intention. 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Research Model. 24
3.2 The Construct Measurement Procedures and Sampling Plan. 25
3.3 Hypotheses to be Tested. 27
3.4 Data Analyses Procedure. 28
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS 30
4.1 Data Analysis. 30
4.2 Descriptive Analysis. 31
4.2.1 Characteristics of Respondents. 31
4.3 Score Reliability Test and Item-to-Item Correlation. 32
4.3.1 Score Reliability. 32
4.4 Confirmatory Factor Analysis (CFA). 36
4.4.1 Perceived Ease of Use (PEOU). 36
4.4.2 Perceived Usefulness (PU). 37
4.4.3 Credibility of Online Transaction Portal (CP). 39
4.4.4 Customer Satisfaction (CS). 40
4.4.5 Repurchase Intention (RI). 42
4.4.6 Discriminant Validity in CFA. 44
4.5 Path Model. 46
4.5.1 Hypotheses Results of Structural Model. 46
4.5.2 Mediating Analysis. 47
CHAPTER FIVE DISCUSSION AND CONCLUSION 49
5.1 Research Discussions and Conclusions. 49
5.2 Research Contributions. 51
5.3 Managerial Implication. 52
5.4 Research Limitations and Suggestions. 53
Appendix 1 Formal Quentionnaire. 60
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