Understanding Online to Offline Website Continuance Intention from an Integrative Perspective of Expectation-Confirmation Theory and Trust-Commitment Theory

Autor:	Chi-Kai Wang, 王致凱
Rok vydání:	2016
Druh dokumentu:	學位論文 ; thesis
Popis:	104 Consumer loyalty and continuance intention are the key factors of enterprise to keep going and success. In recent years, online to offline (O2O), a new business model, gains a lot of traction and has become a popular research issue in e-commerce studies. Recently, there is more and more related O2O research in literature. However, few studies ave been reported concerning the psychological level of consumers. This study aims to understand the effect of consumers'' perceived utilitarian and hedonic value to their continuance use intention toward O2O website based on expectation confirmation theory and commitment-trust theory. The questionnaire survey method was applied to collect research data from whom has ever used O2O website. Collected data were analyzed by using the Partial least squares method to examine all research hypotheses. The results have several implications for enterprises which want to increase customer retention.
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://ndltd.ncl.edu.tw/handle/y5h8k5 Zobrazit plný text záznamu