Applying Self-regulation Mechanism to Explore the Factors Influencing Consumer’s Online Repurchase Intention

• Main Authors: Chen, Li-Ping, 陳麗瓶
• Other Authors: Chen, Yue-Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/62281313958334619376

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === With the popularity of Internet e-commerce, shopping site with customer-oriented claims has become an important consumer access. The primary goal of business mangers is to enhance the customers’ satisfaction and intention to continue shopping in addition to attracting online consumers in the virtual space to complete the transaction behavior. Locke (1991) applied the self-efficacy theory to self-regulating mechanism and constructed the motivation sequence of the self-regulating mechanism which can integrate human motivations and goals. In this study, the sequence of this motivation theory is expected to construct a reasonable theoretical model to effectively predict the persistent shopping intentions of internet consumers. After reviewing related literatures, the study proposes seven constructs, including perceived performance, distributive justice, procedural justice, interpersonal justice, satisfaction, repurchase intention and Internet Self-Efficacy. The result shows that perceived performance has positive influences on distributive justice, procedural justice and interpersonal justice; perceived performance, on satisfication; perceived fairness, on satisfication; satisfication, on repurchas Intention; Internet Self-Efficacy, on perceived performance; Internet Self-Efficacy, on repurchase Intention. However, it violates the prediction that perceived performance and distributive justice, procedural justice and interpersonal justice; do not have direct and significant influences on repurchase intentions. One possible explanation for the result is that the cognitive performance and influence persistent shopping intentions through Satisfaction. The future researchers are suggested to conduct the long-term studies with the aim of some specific shopping site to test the stability and possible long-term trends of relationship between each pairs of contructs in the study.