||Assessing the effects among antecedents of customer repurchase intention and the moderating effect of expectancy disconfirmation in online shopping environments
||Department of Industrial and Information Management
expectation disconfirmation theory
The development of digital technology has changed the purchasing behavior of consumers and created an online shopping environment that consumers can be purchased anywhere and anytime. To succeed in the rapidly growing and highly competitive e-commerce environment, it is important to understand the relationship between the cognition and continued usage behavior of online shopping customers to enhance customer conversion and retention. This study adopted longitudinal perspective and based on cognition model as well as expectancy disconfirmation theory to explore the relationships among antecedents of online repurchase intention and to examine how expectancy disconfirmation influences the relationship between customer pre-purchase expectations and satisfaction when considering the effect of time. This work aims at (1) identifying the relationships between the pre-purchase expectations and post-purchase attitudes of online consumers; (2) elucidating how previous purchase experience influences subsequent purchase intention; and (3) examining the moderating role of expectancy disconfirmation in an online shopping context. The results provide useful implications for the management of customer expectations and future purchase behavior in customers with different levels of disconfirmation. Our findings not only help to understand how online consumer cognition and behavior intention change, but also assist e-commerce practitioners in developing better business model.
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
1. INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 5
1.3 Definition of Terms 6
1.4 The Structure of the Study 7
2. LITERATURE REVIEW 8
2.1 Cognitive Model and Expectancy Disconfirmation Model 8
2.2 Customer Expectations, Satisfaction and Repurchase Intention 12
2.3 Perceived Service Value 14
2.4 The Personal Beliefs and Experience of Customer 14
3. HYPOTHESES DEVELOPMENT 16
3.1 The Conceptual Model Development 16
3.2 The Relationships among Pre-purchase Expectations, Expectancy Disconfirmation and Customer Satisfaction 18
3.3 The Relationship between Perceived Service Value and Customer Satisfaction 19
3.4 The Relationship between Customer Satisfaction and Repurchase Intention 20
3.5 The Relationships among the Dynamics of Online Shopping Behavior 21
3.6 The Moderating Effect of Expectancy Disconfirmation 23
4. METHODOLOGY 26
4.1 Data Collection 26
4.2 Measurement Development 27
5. DATA ANALYSIS AND RESULTS 29
5.1 Demographic Analysis of Respondents 29
5.2 Measurement Model Results 30
5.3 Hypotheses Testing 34
6. CONCLUSION AND IMPLICATIONS 41
6.1 Concluding Remarks 41
6.2 Discussion 42
6.3 Theoretical Implications 44
6.4 Implications for Practice 46
6.5 Limitations and Future Research Directions 47
APPENDIX: SURVEY QUESTIONNAIRE 58
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