The Influence of Shopping Values on Continuance Intention in Online Shopping

• Main Authors: Ya-Ting Yang, 楊雅婷
• Other Authors: Tsuang -Yi Kuo
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/11849492098674237857

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === As online shopping has become a common and familiar consumption patter,and the online shopping market value is growing up, this research discusses the online shopping consumer behavior from “continued use’’ standpoint. This research use the framework of ECT-IS model to empirically examines the continence intention of online shopping with a sample of 400 data from consumers who have actual online shopping experience. The research also examines the moderator of utilitarian and hedonic shopping values. Structural equation modeling is used to test the hypotheses, and the analysis technique is Mplus. The result of this analysis shows that perceived usefulness has stronger impact on continence intention. Utilitarian and hedonic shopping values are found to moderate the relationship between satisfaction and continence intention. The moderator effect of hedonic shopping value shows that the effect of satisfaction on continence intention is significantly stronger among consumers with high hedonic value compared to those with low hedonic value. The moderator effect of utilitarian shopping value shows that the effect of satisfaction on continence intention is significantly stronger among consumers with low utilitarian value compared to those with high utilitarian value. On the contrary, The moderator effect of hedonic shopping value shows that the effect of perceived usefulness on continence intention is significantly stronger among consumers with low hedonic value compared to those with high hedonic value, and consumers with high utilitarian value compared to those with low utilitarian value.