There is not a unanimous conclusion about the influential elements of online customers�\nrepurchase intention. We established a concept model and discussed how\nutilitarian values (perceived ease of use and perceived usefulness), social values (satisfaction\nand trust) and the hedonic value (perceived enjoyment) directly and indirectly\ninfluenced customers� repurchase intention in the context of online shopping.\nIt adapted questionnaire to collect data and testified the hypothesis by structural equation\nmodel. The results showed that perceived usefulness, online customers� satisfaction\nand perceived enjoyment had significantly positive impact on online customers�\nrepurchase intention. Moreover, we found that compared with utilitarian factors,\nthe hedonic factor had a stronger positive impact on repurchase intention.
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