| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 92 === The major focus of Internet shop managers is to intensify consumers’ intention to rebrowse the websites and furthermore to purchase the products. In order to achieve such a goal, the present study proposes a model to demonstrate the influences of the website characteristics of Internet shops on consumers’ rebrowsing intention and purchasing intention. Moreover, this investigation further set up Flow Experience among web users as a mediator, whereby analyzing the interrelation between website characteristics and consumers’ rebrowsing intention and purchasing intention.
Based on the results of 576 Internet questionnaires, this study argues that the website characteristics of Internet shops indeed make a direct or an indirect impact on consumers’ rebrowsing intention and purchasing intention; in addition, between which Flow Experience plays a crucial role. According to these findings, this research as well aims to provide suggestions about future managerial guiding principles for Internet shop managers.
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