| Summary: | 碩士 === 元智大學 === 國際企業學系 === 94 === How to enhance consumers’ online shopping satisfaction is very important to online retailers. Most of previous researches focus on website design, vender, and product characteristics. There are little researches in consumers’ affect. This research found consumers’ internet shopping anxiety inversely effect consumers’ internet shopping satisfaction. The purpose of this research is to find the cause and the effect of internet shopping anxiety, and use LESREL to exam the theoretical model. The major results are as follows: perceived benefit, website design characteristic, product characteristic can inversely effect on consumers’ internet shopping anxiety, and perceived risk can positively effect on consumers’ internet shopping anxiety. Through internet shopping anxiety inversely effect on consumers’ online shopping satisfaction. Finally, the consumers’ online shopping satisfaction can inversely effect on consumers’ negative word-of-mouth, complain behavior, switching behavior, and positively effect consumers’ repurchase intention. These results suggest that online retailers should let consumers feel shopping on the internet have a lot of benefit and is no risk to them. At the same time online retailers should try to enhance website design and product characteristics to lower consumers’ internet shopping anxiety. Through lowers consumers’ internet shopping anxiety can enhance consumers’ online shopping satisfaction. Moreover can lower consumers’ negative word-of-mouth, complain behavior, switching behavior, and enhance consumers’ repurchase intention.
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