The Effect of Convenience, Trust, and Time-consciousness on Customers’ Cross-buying Intentions

• Main Authors: Wei-Di Su, 蘇緯締
• Other Authors: Shih-Ping Jeng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/31503392447516805273

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 99 === Managers are seeking to enhance the value of their customers by expanding the range of products and services they buy from the company, i.e. cross-buying. This study investigates the effects of convenience, trust, time-consciousness, and product knowledge on customers’ cross-buying intentions. We also examine the interactions among these factors. We test the proposed model in the context of Taiwan’s banking industry. Survey method and the structural model are used to collect information and evaluative the effects. Our results show that convenience, trust, and time-consciousness positively affect customers’ cross-buying intentions. Moreover, we find that trust and product knowledge moderate the relationship between convenience and cross-buying intentions.