Antecedents of repurchase intention: Moderator of Switching Cost and example of procurement specialists paper industry

• Main Authors: Hui-Ling Yang, 楊蕙菱
• Other Authors: Chung-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/63313170096245418109

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 101 === Regarding how to preserve customers, previous researches are mostly based on B2C (Business to Customers) environment. Based on a B2B (Business to Business) situation, this study wants to examine whether quality (service quality, product quality, and relationship quality) will influence repurchase intention via perceived value. Moreover, switching cost is viewed as a moderator in the relationships above mentioned. This research’s sample is regarding the procurement specialists in paper industry. One hundred and forty copies of the questionnaire had been passed out, after taking out the invalid ones; a total 109 copies of valid questionnaire were collected. Through the regression analysis, the conclusions are as below: (1)perceived value has positive effect on repurchase intention; (2)service quality, product quality, and relationship quality has positive effect on perceived value; (3)perceived value has mediating effect while exploring the relationships in between service quality, product quality, relationship quality, and repurchase intention; (4) switching cost negatively moderates the relationships between service quality, product quality and perceived value. Base on the research, this study makes the relative suggestions.