|Author's Email Address
||This thesis had been viewed 5589 times. Download 226 times.|
|Type of Document
||The Influence of Shopping Values on Continuance Intention in Online Shopping|
|Date of Defense
||utilitarian shopping value
hedonic shopping value
Expectation Confirmation theory (ECT)
||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.
||Iuan-Yuan Lu - chair|
Pin-Yang Liu - co-chair
Hsien-Tang Tsai - co-chair
Tsuang -Yi Kuo - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission