進階搜尋


下載電子全文  
系統識別號 U0026-2911201816143100
論文名稱(中文) 網路購物環境中影響顧客再購意圖因素間之關係與期望不一致的調節效果
論文名稱(英文) Assessing the effects among antecedents of customer repurchase intention and the moderating effect of expectancy disconfirmation in online shopping environments
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 107
學期 1
出版年 107
研究生(中文) 魏毓惠
研究生(英文) Yu-Huei Wei
學號 R38001043
學位類別 博士
語文別 英文
論文頁數 63頁
口試委員 指導教授-林清河
口試委員-李昇暾
口試委員-耿伯文
口試委員-林懿貞
口試委員-孫思源
中文關鍵字 期望不一致理論  滿意度  縱向研究  再購意圖  線上購物 
英文關鍵字 expectation disconfirmation theory  satisfaction  longitudinal study  repurchase intention  online shopping 
學科別分類
中文摘要 數位科技的發展改變了消費者的購買行為,並且創造了一個消費者可以隨時隨地購買的線上購物環境。為了在快速發展與高度競爭的電子商務環境中取得一席之地,瞭解線上購物顧客的認知和持續使用行為之間的關係有助於提高顧客轉化率與顧客保留率。本研究採用緃向觀點,並且基於認知模式與期望不一致理論的架構來探討消費者線上再購意圖及其先行因素之間的關係,同時,本研究也驗證將時間的變動列入考量時,顧客在消費體驗所產生的期望不一致是否會對購物前的期望與顧客滿意度之間的關係造成影響。因此,本研究的主要目的在於(1)確定線上購物消費者購物前期望和購買後態度之間的關係;(2)說明前期的購買經驗如何影響後續的購買意圖;(3)確認顧客的期望不一致在線上購物行為中的調節效果。本研究結果針對顧客的期望和未來的購買行為與不同程度的期望不一致之關聯提供了有用的管理意涵,此研究結果不僅有助於瞭解線上購物消費者的認知和行為意圖,同時也可提供電子商務從業人員參考,以利其制定更好的商業模式。
英文摘要 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.
論文目次 ABSTRACT I
摘要 II
誌謝 III
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
REFERENCES 49
APPENDIX: SURVEY QUESTIONNAIRE 58

參考文獻 Ajzen, I. "The theory of planned behavior." Organizational Behavior and Human Decision Processes 50 (2): 179-211. (1991).
Anderson, E. W., and L. C. Salisbury. "The Formation of Market-Level Expectations and Its Covariates." Journal of Consumer Research 30 (1): 115-124. (2003).
Anderson, E. W., and M. W. Sullivan. "The antecedents and consequences of customer satisfaction for firms." Marketing Science 12 (2): 125-143. (1993).
Anderson, J. C., and D. W. Gerbing. "Structural equation modeling in practice: a review and recommended two-step approach." Psychological Bulletin 103 (3): 411-423. (1988).
Athanassopoulos, A. D. "Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior." Journal of Business Research 47 (3): 191-207. (2000).
Bagozzi, R. P. "The Self-Regulation of Attitudes, Intentions, and Behavior." Social Psychology Quarterly 55 (2): 178-204. (1992).
Bearden, W. O., and J. E. Teel. "Selected determinants of consumer satisfaction and complaint reports." Journal of Marketing Research 20 (1): 21-28. (1983).
Bentler, P. M., and C.-P. Chou. "Practical issus in structural modeling." Sociological Methods Research 16 (1): 78-117. (1987).
Bhattacherjee, A. "An empirical analysis of the antecedents of electronic commerce service continuance." Decision Support Systems 32 (2): 201-214. (2001a).
Bhattacherjee, A. "Understanding information systems continuance: an expectation- confirmation model." MIS Quarterly 25 (3): 351-370. (2001b).
Bhattacherjee, A., and G. Premkumar. "Understanding changes in belief and attitude toward information technology usage: a theoretical model and longitudinal test." MIS Quarterly 28 (2): 229-254. (2004).
Bolton, R. N., and K. N. Lemon. "A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction." Journal of Marketing Research 36 (2): 171-186. (1999).
Byrne, B. Structural Equation Modelling with AMOS. Edited by 2nd ed., Multivariate Applications Series. New York: Routledge Academic. (2009).
Chen, C.-W., and C.-Y. Cheng. "How online and offline behavior processes affect each other: customer behavior in a cyber-enhanced bookstore." Quality & Quantity 47 (5): 2539-2555. (2012).
Chen, Y.-Y. "Why Do Consumers Go Internet Shopping Again? Understanding the Antecedents of Repurchase Intention." Journal of Organizational Computing and Electronic Commerce 22 (1): 38-63. (2012).
Churchill, G. A., and C. Surprenant. "An investigation into the determinants of customer satisfaction." Journal of Marketing Research 19: 491-504. (1982).
Cronin, J. J., M. K. Brady, and G. T. M. Hult. "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments." Journal of Retailing 76 (2): 193-218. (2000).
Dodds, W. B., K. B. Monroe, and D. Grewal. "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations." Journal of Marketing Research 28 (3): 307-319. (1991).
Eagly, A. H., and S. Chaiken. The psychology of attitudes. Orlando, FL, US: Harcourt Brace Jovanovich College Publishers. (1993).
eMarketer. Access Worldwide retail and ecommerce sales: eMarketer's updated forecast and new mcommerce estimates for 2016-2021 (2018). Available from https://www.emarketer.com/Report/Worldwide-Retail-Ecommerce-Sales-eMarketers-Updated-Forecast-New-Mcommerce-Estimates-20162021/2002182.
Evanschitzky, H., G. R. Iyer, J. Hesse, and D. Ahlert. "E-satisfaction: a re-examination." Journal of Retailing 80 (3): 239-247. (2004).
Fan, L., and Y.-H. Suh. "Why do users switch to a disruptive technology? An empirical study based on expectation-disconfirmation theory." Information & Management 51 (2): 240-248. (2014).
Fang, Y., I. Qureshi, H. Sun, P. McCole, E. Ramsey, and K. H. Lim. "Trust, satisfaction, and online repurchase intention: the moderating role of perceived effectiveness of e-commerce institutional mechanisms." MIS Quarterly 38 (2): 407-427. (2014).
Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha, and B. E. Bryant. "The American Customer Satisfaction Index: Nature, Purpose, and Findings." Journal of Marketing 60 (4): 7-18. (1996).
Ha, H.-Y., J. D. Jone, J. John, and N.-Y. Kim. "The critical role of marketer's information provision in temporal changes of expectations and attitudes." Journal of Consumer Marketing 30 (4): 355-365. (2013).
Ha, H. Y. "The effects of online shopping attributes on satisfaction-purchase intention link: a longitudinal study." International Journal of Consumer Studies 36 (3): 327-334. (2012).
Ha, H. Y., S. Janda, and S. K. Muthaly. "A new understanding of satisfaction model in e-re-purchase situation." European Journal of Marketing 44 (7): 997-1016. (2010).
Hair, J. F., W. C. Black, B. J. Babin, and R. E. Anderson. Multivariate Data Analysis. 7th ed. ed. Upper Saddle River, NJ: Prentice Hall. (2009).
Hair, J. F., W. C. Black, B. J. Babin, R. E. Anderson, and R. L. Tatham. Multivariate data analysis. 6th ed. ed. Upper Saddle River: NJ: Prentice-Hall. (2006).
Halilovic, S., and M. Cicic. "Antecedents of information systems user behaviour– extended expectation-confirmation model." Behaviour & Information Technology 32 (4): 359-370. (2013).
Hallowell, R. "The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study." International Journal of Service Industry Management 7 (4): 27-42. (1996).
Hellier, P. K., G. M. Geursen, R. A. Carr, and J. A. Rickard. "Customer repurchase intention: A general structural equation model." European Journal of Marketing 37 (11/12): 1762-1800. (2003).
Hsu, M.-H., C.-H. Yen, C.-M. Chiu, and C.-M. Chang. "A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior." International Journal of Human-Computer Studies 64 (9): 889-904. (2006).
Hu, T., W. J. Kettinger, and R. S. Poston. "The effect of online social value on satisfaction and continued use of social media." European Journal of Information Systems 24 (4): 391-410. (2015).
Huseyin, A., M. S. Salime, and T. K. Salih. "Customer service quality in the Greek Cypriot banking industry." Managing Service Quality: An International Journal 15 (1): 41-56. (2005).
Jiang, L., Z. Yang, and M. Jun. "Measuring consumer perceptions of online shopping convenience." Journal of Service Management 24 (2): 191-214. (2013).
Johnson, M. D., E. W. Anderson, and C. Fornell. "Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework." Journal of Consumer Research 21 (4): 695-707. (1995).
Khalifa, M., and V. Liu. "Online consumer retention: contingent effects of online shoppinghabit and online shopping experience." European Journal of Information Systems 16 (6): 780-792. (2007).
Kim, C., R. D. Galliers, N. Shin, J.-H. Ryoo, and J. Kim. "Factors influencing Internet shopping value and customer repurchase intention." Electronic Commerce Research and Applications 11 (4): 374-387. (2012).
Kim, D. J., D. L. Ferrin, and H. R. Rao. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration." Information Systems Research 20 (2): 237-257. (2009).
Kim, H.-W., S. Gupta, and J. Koh. "Investigating the intention to purchase digital items in social networking communities: A customer value perspective." Information & Management 48 (6): 228-234. (2011).
Kim, K., and E. B. Kim. "Suggestions to enhance the cyber store customers satisfaction." Journal of American Academy of Business 9 (1): 233-240. (2006).
Kim, S. S., and N. K. Malhotra. "A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena." Management Science 51 (5): 741-755. (2005).
Kim, Y., and R. Krishnan. "On Product-Level Uncertainty and Online Purchase Behavior: An Empirical Analysis." Management Science 61 (10): 2449-2467. (2015).
Lee, F.-H., and W.-Y. Wu. "Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan." Expert Systems with Applications 38 (6): 7766-7773. (2011).
Lee, G. G., and H. F. Lin. "Customer perceptions of e‐service quality in online shopping." International Journal of Retail & Distribution Management 33 (2): 161-176. (2005).
Li, D., G. J. Browne, and P. Y. K. Chau. "An empirical investigation of web sit use using a commitment-based model." Decision Sciences 37 (3): 427-444. (2006).
Li, H., and Y. Liu. "Understanding post-adoption behaviors of e-service users in the context of online travel services." Information & Management 51 (8): 1043-1052. (2014).
Liang, H., N. Saraf, Q. Hu, and Y. Xue. "Assimilation of enterprise systems: the effect of institutional pressures and the mediating role of top management." MIS Quarterly 31 (1): 59-87. (2007).
Limayem, M., M. Khalifa, and A. Frin. "What Makes Consumers Buy from Internet? A Longitudinal Study of Online Shopping." IEEE Transactions on Systems, Man, and Cybernetics-PART A: SYSTEMS AND HUMANS, 30 (4): 421-432. (2000).
Lin, C., and W. Lekhawipat. "Factors affecting online repurchase intention." Industrial Management & Data Systems 114 (4): 597-611. (2014).
Lin, C., and W. Lekhawipat. "How Customer Expectations Become Adjusted After Purchase." International Journal of Electronic Commerce 20 (4): 443-469. (2016).
Lin, C. S., S. Wu, and R. J. Tsai. "Integrating perceived playfulness into expectation-confirmation model for web portal context." Information & Management 42 (5): 683-693. (2005).
Martínez Caro, L., and J. A. Martínez García. "Cognitive–affective model of consumer satisfaction. An exploratory study within the framework of a sporting event." Journal of Business Research 60 (2): 108-114. (2007).
MIC. Access Taiwan Ecommerce Yearbook- the application of ecommerce in Taiwan. Ministry of Economic Affairs, R.O.C. (2013). Available from http://ecommercetaiwan.blogspot.tw/.
Ofir, C., and I. Simonson. "The effect of stating expectations on customer satisfaction and shopping experience." Journal of Marketing Research 44 (1): 164-174. (2007).
Oliver, R. L. "Effect of expectation and disconfirmation of post exposure product evaluation: an alternative interpretation." Journal of Applied Psychology 62 (4): 480-486. (1977).
Oliver, R. L. "A cognitive model of the antecedents and consequences of satisfaction decisions." Journal of Marketing Research 17 (4): 460-469. (1980).
Oliver, R. L., P. V. Balakrishnan, and B. Barry. "Outcome satisfaction in negotiation: a test of expectancy disconfirmation." Organizational Behavior and Human Decision Processes 60 (2): 252-275. (1994).
Pappas, I. O., A. G. Pateli, M. N. Giannakos, and V. Chrissikopoulos. "Moderating effects of online shopping experience on customer satisfaction and repurchase intentions." International Journal of Retail & Distribution Management 42 (3): 187-204. (2014).
Park, I., J. Cho, and H. R. Rao. "The effect of pre- and post-service performance on consumer evaluation of online retailers." Decision Support Systems 52 (2): 415-426. (2012).
Pavlou, P. A., and M. Fygenson. "Understanding and predicting electronic commerce adoption: an extension of the theory of planned behavior." MIS Quarterly 30 (1): 115-143. (2006).
Podsakoff, P. M., S. B. MacKenzie, J. Y. Lee, and N. P. Podsakoff. "Common method biases in behavioral research: a critical review of the literature and recommended remedies." Journal of Applied Psychology 88 (5): 879-903. (2003).
Podsakoff, P. M., and D. W. Organ. "Self-reports in organizational research: problems and prospects." Journal of Management 12 (4): 531-544. (1986).
Rodgers, W., S. Negash, and K. Suk. "The moderating effect of on-line experience on the antecedents and consequences of on-line satisfaction." Psychology and Marketing 22 (4): 313-331. (2005).
Rufín, R., C. Medina, and M. Rey. "Adjusted expectations, satisfaction and loyalty development." The Service Industries Journal 32 (14): 2185-2202. (2012).
Seiders, K., G. B. Voss, D. Grewal, and A. L. Godfrey. "Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context." Journal of Marketing 69 (4): 26-43. (2005).
Sharma, s., R. M. Durand, and O. Gur-arie. "Identification and Analysis of Moderator Variables." Journal of Marketing Research 18 (3): 291-300. (1981).
Spreng, R. A., S. B. MacKenzie, and R. W. Olshavldy. "A Reexamination of the Determinants of Consumer Satisfaction." Journal of Marketing 60 (3): 15-32. (1996).
Susarla, A., A. Barua, and A. B. Whinston. "Understanding the service component of application service provesion: an empirical analysis of satisfaction with ASP services." MIS Quarterly 27 (1): 91-123. (2003).
Tam, J. L. M. "Examining the dynamics of consumer expectations in a Chinese context." Journal of Business Research 58 (6): 777-786. (2005).
Venkatesh, V., and S. Goyal. "Expectation disconfirmation and technology adoption: polynomial modeling and response surface analysis." MIS Quarterly 34 (2): 281-303. (2010).
Wang, C., J. Harris, and P. Patterson. "The roles of habit, self-efficacy, and satisfaction in driving continued use of self-service technologies: a longitudinal study." Journal of Service Research 16 (3): 400-414. (2013).
Wu, I.-L. "The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust." International Journal of Information Management 33 (1): 166-176. (2013).
Yen, C.-H., and H.-P. Lu. "Effects of e-service quality on loyalty intention: an empirical study in online auction." Managing Service Quality 18 (2): 127-146. (2008).
Yi, Y., and S. La. "What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty." Psychology and Marketing 21 (5): 351-373. (2004).
Zeithaml, V. A. "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence." Journal of Marketing 52 (July): 2-22. (1988).
Zeithaml, V. A. "Service quality, profitability, and the economic worth of customers: What we know and what we need to learn." Journal of the Academy of Marketing Science 28 (1): 67. (2000).
Zeithaml, V. A., L. L. Berry, and A. Arasuraman. "The Behavioral Consequences of Service Quality." Journal of Marketing 60 (2): 31-46. (1996).
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2018-12-10起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2018-12-10起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw