||Understanding Adjusted Customer Expectations: The Moderating Effect of Online Shopping Habit
||Institute of Information Management
Expectancy disconfirmation model
Online shopping habit
By considering the changes in individual-level expectations in the post-purchase period, this study examines the moderating effects of online shopping habit on the links between adjusted expectations and their antecedents. This study proposed a theoretical model by integrating the literature of expectancy disconfirmation model and customer value dimensions to compare the factors affecting adjusted expectations between the low and high online shopping habit groups. Data collected from 204 Taiwanese online customers were used to test the proposed model. The results indicate that the effects of expectancy disconfirmation model on adjusted expectations are stronger for the high-habit group than for the low-habit group. Further, the moderating effects of online shopping habit on the links between customer value dimensions and adjusted expectations can differ between the low and high online shopping habit groups. Specially, factors such as confidence benefits and perceived price are associated with adjusted expectations for the low-habit group, but not in the high-habit group. On the other hand, for the high-habit group, perceived equity has a positive influence on adjusted expectations, whereas perceived sacrifice has a negative impact. Our findings not only help to better understand how customer expectations change, but also assist practitioners in developing better online business strategies. The results also show that adjusted expectations not only mediate the relationship between customer satisfaction, and repurchase intention but also can guide repurchase behavior in the future.
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
1. INTRODUCTION 1
1.1 Research Background & Motivation 1
1.2 Statement of the Problem 4
1.3 Purpose of the Study 5
1.4 Research Questions 6
1.5 Significance of the Study 7
1.5.1 Theoretical Contributions 7
1.5.2 Practical Contributions 7
1.6 Definition of Terms 8
1.7 Summary 9
2. LITERATURE REVIEW 10
2.1 Online Repurchase Intention 10
2.2 Adjusted Expectations 12
2.3 Expectancy Disconfirmation Theory 13
2.3.1 Customer Expectations 14
2.3.2 Perceived Performance 15
2.3.3 Disconfirmation 16
2.3.4 Customer Satisfaction 17
2.4 The Relationship between Expectancy Disconfirmation Model and Adjusted Expectations 18
2.5 The Influence of Customer Value on Adjusted Expectations 19
2.5.1 Confidence Benefits 20
2.5.2 Perceived Equity 21
2.5.3 Perceived Sacrifice 21
2.5.4 Perceived Price 22
2.6 The Moderating Role of Online Shopping Habit 23
2.7 Conceptual Development and Hypotheses 26
2.7.1 The Moderating Effect of Online Shopping Habit on the Relationship between Expectancy Disconfirmation Model and Adjusted Expectations 27
2.7.2 The Moderating Effect of Online Shopping Habit on the Relationship between Customer Value and Adjusted Expectations 30
2.7.3 The Moderating Effect of Online Shopping Habit on the Relationship between Adjusted Expectations and Repurchase Intention 33
2.8 Summary 34
3. METHODOLOGY 35
3.1 Data Collection 35
3.2 Pilot Test 36
3.3 Measurement Development 37
3.4 Summary 42
4. DATA ANALYSIS AND RESULTS 43
4.1 Demographic Characteristics of Respondents 43
4.2 Grouping Check 44
4.3 Measurement Reliability and Validity 46
4.4 Common Method Bias 49
4.5 Structural Model and Hypotheses Results 50
5. DISCUSSION AND IMPLICATONS 58
5.1 Discussion 58
5.2 Implications 63
5.2.1 Theoretical Implications 63
5.2.2 Practical Implications 64
5.3 Limitations and Future Research 66
5.4 Conclusion 67
APPENDIX: SURVEY QUESTIONNAIRE 76
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