消費者網路購物重複購買意圖前置因素之研究--以Yahoo購物中心為例_

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題名：	消費者網路購物重複購買意圖前置因素之研究--以Yahoo購物中心為例
書刊名：	顧客滿意學刊
作者：	彭思舟／林俊彥／林韋儒／林憬／黃惠寶
作者(外文)：	Peng, Si-zhou／Lin, Chin-yen／Lin, Wei-ju／Lin, Ching／Huang, Hui-pao
出版日期：	2014
卷期：	10:1
頁次：	頁1-36
主題關鍵詞：	享樂體驗；社交體驗；對產品態度；對網站態度；認知信任；情感信任；Hedonic experience；Social experience；Attitude toward product；Attitude toward websites；Cognitive trust；Affective trust
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:68

有別於過去對於購物網站相關議題的研究，大都只討論消費者購物行為，鮮少將享樂體驗、社交體驗的概念融入網路商店的經營中，本文探討消費者在使用購物網站的情境下，對產品態度、對網站態度、認知信任、情感信任對消費者正面口碑與重複購買意圖的影響。經由441 位臺灣地區一年內曾在購物網站中瀏覽、購物之消費者為對象，採用結構方程模式驗證，本文發現消費者的享樂體驗、社交體驗中分別對產品態度、對網站態度具顯著正向影響；消費者對產品態度、對網站態度分別對認知信任、情感信任具顯著正向影響；消費者的認知信任及情感信任分別對正面口碑及重複購買意圖具顯著正向影響。

以文找文

Unlike previous studies on online shopping sites related issues, which mostly confined to discuss consumers’ shopping behaviors and rarely integrated the pleasure experience as well as social experience in operating online store. This study discusses the effects on positive word of mouth and repeated purchase intentions from customers' hedonic experience, social experience, attitude toward product, attitude toward Websites, cognitive trust and affective trust in the context of online shopping sites. Four hundred forty-one(441) consumers in Taiwan who have visited online shopping sites within one year are the research objects. This paper found that both consumers' hedonic experience and social experience have positive effects on attitude toward product and attitude toward Websites, respectively. Both consumers' attitude toward product and attitude toward Websites have positive effects on cognitive trust and affective trust respectively, as well as both cognitive trust and affective trust have positive effects on positive word of mouth and repeated purchase intentions, respectively.

以文找文

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其他
1.	張維欽(2009)。臺灣網路購物規模持續成長，http://tw.promo.yahoo.com/aboutcompany。延伸查詢

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1.	Himmelfarb, S.(1993)。The Measurement of Attitudes。The Psychology of Attitudes。Fort Worth, TX：Orland, FL：Harcourt Brace Jovanovich。
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