| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 100 === With the Internet penetration rate getting higher, online shopping has become one of the favour shopping habits for many consumers. How to win the Internet shoppers then becomes a crucial factor for brick-and-mortal store as well as pure-play internet store. Can those practices used in physical store be applied to this the online shopping market? What are the important considerations for online shopping store to attain loyal customer?
This study aimed to explore the factors impacting the customer’s repurchasing intentions at online shopping store. Two important dimensions, perceived value and switching barrier, are applied for empirical model testing. In the research model, the perceived value construct consists of content quality, price fairness, customer expectation, perceived service quality, and attractiveness of alternatives while the switching barrier construct consists of perceived service quality, attractiveness of alternatives, switching costs, and confidence benefit. Online shopping store Lativ was chosen as the target store. As such, the Lativ customers in Taiwan are the subjects of this study. We collected 144 valid questionnaires via online survey. Structural equation modeling techniques were applied. The analysis results showed that “perceived value” significantly influence “repurchasing intention” while “switching barrier” does not. Among the antecedent factors on perceived value, “content quality”, “price fairness”, “customer expectations”, “perceived service quality” and “attractiveness of alternatives” have significant influence. However, only “perceived service quality” and “switching cost” impact the “switching barrier”. It is then recommended that online shopping store should deploy more efforts toward "perceived value" for better customer''s repurchasing intention.
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