| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 107 === Nowadays, the global online community has become an important communication channel for the Internet generation. Broadband Internet and wireless Internet access have become increasingly popular, making more consumers be willing to try online shopping. The value of online shopping in 2011 reached 325.6 billion NT Dollars. In 2013, the output value reached 500.8 billion NT Dollars, showing a high growth rate of more than 20% every year.
E-commerce has become an indispensable shopping and marketing channel. This study focuses on online shopping and aims to explore the relevance of online shopping reputation and perceived value to repurchase willingness. Presumably, it can provide a reference for online store operators to improve their online reputation, raise consumers’ perceived value and increase consumers' willingness to repurchase.
This study utilized a convenient sampling method to conduct a questionnaire survey. A total of 200 valid questionnaires were collected. The SPSS statistical software was used as a statistical analysis tool. Narrative analysis, reliability analysis, validity analysis, variance analysis, and correlation analysis were performed on the sample data.
The results of the study are as follows. First, word
of mouth has a significant
co rrelation with perceived value. Second, perceived value has distinctive influence to
the willingness o f purchase. Third, perceived value has an interfering effect on
word of mouth and purchase willingness.
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