The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention

被引：44
作者：
Wu, Wann-Yih
Chang, Man-Ling
机构：
[1] Natl Cheng Kung Univ, Coll Management, Tainan 701, Taiwan
[2] Natl Cheng Kung Univ, Dept Business Adm, Tainan 701, Taiwan
来源：
SOCIAL BEHAVIOR AND PERSONALITY | 2007年 / 35卷 / 04期
关键词：
risk attitude; online shopping experience; consumer satisfaction; repurchase intention; PERCEIVED RISK; BEHAVIOR; DEMOGRAPHICS; PERCEPTIONS; STABILITY; PRODUCT; CHOICE; LEVEL; MODEL;
D O I：
10.2224/sbp.2007.35.4.453
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
Risk attitude is a stable personality characteristic that is inherent in an individual, and may be the cause of differences in decisions to shop online. This article records an attempt to explore the direct and moderate effects of risk attitude on consumer behavior in the online context. The results show that risk attitude is positively associated with online shopping experience, consumer satisfaction, and repurchase intention for online shopping. Furthermore, the risk attitude promotes a positive influence of online shopping experience on satisfaction. Finally, the evaluation and emotion-based satisfaction would enhance online buyers' repurchase intention when they are characterized as having higher risk preference.
引用
收藏
页码：453 / 468
页数：16
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