數位商品購物平台的知覺價值對再購意圖之影響：以動機為調節變項

• Main Author: 戴暉揚
• Other Authors: 戴基峯
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/rnk9s3

碩士 === 國立嘉義大學 === 資訊管理學系研究所 === 104 === Many sites sell digital products began combining online community functions, for manufacturers, how to generate revenue is the most important. Therefore, this paper aimed to study whether the perceived value of digital products’ shopping platform affects the consumers’ repurchase intention, and according to different motivation, it will have strengthened or weakened moderating effect to the repurchase intention. This study adopted various types of digital products’ shopping platforms as the targeted population for survey, and use PTT discussion boards posted advertisements for questionnaire filled for convenience sampling, and then analyzed the data from 215 effective questionnaires. The research findings showed that: (1) Utilitarian and Hedonic value have significant positive effect to the Repurchase intention; (2) External regulation has significant negative moderating on the impact of Utilitarian on Repurchase intention. Our findings can facilitate manufacturers to realize the benefits from shopping platform’s value, thereby, improving the platform.