A study of customer continuous revisit intention to e-commerce platforms

• Main Authors: CHEN, HSIN-CHIEH, 陳星潔
• Other Authors: LIN, I-CHUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/z2k59n

碩士 === 國立雲林科技大學 === 工業工程與管理系 === 107 === 　With the flourishing of the network technology and e-commerce getting popular. Online shopping become more convenient, so that many small capital wants to start their own business without physical stores. Nowadays, e-commerce is very diversified and competitive. Customers are more fastidious, that operators have to set up their online shop characteristic, in order make difference from othere’s e-commerce business. Both of entrepreneurs and e-commerce operators are eager to know how to manage an e-commerce platform which makes customers satisfied and have continuous revisit intention. 　The main purpose of this study are to understand the intention of customers that use e-commerce. According to the literature, we found that the customer's revisit purchase intention comes from the trust, Perceived risk and Perceptual value of the e-commerce platform . Totally 447 valid questionnaires are received. The result of this study indicates that the satisfaction is positive relationship between Continuous revisit intention and has significant impact. Moreover , trust and satisfaction can affect Continuous revisit intention, and Perceptual value will affect Continuous revisit intention. However, Perceived risk affect to have affections on Continuous revisit intention, and trust affect to have affections on Perceived risk. Therefore , this research shows when consumers using network to surf on the shopping platform, shopping consultants is usually regarded as a significance on shopping platform. On shopping platform, it has the shopping consultants who can be able to serve the consumer; I believe that it has more consumers who are willing to keep using the shopping platform.