There is not a unanimous conclusion about the
influential elements of online customers’ repurchase intention. We established
a concept model and discussed how utilitarian values (perceived ease of use and
perceived usefulness), social values (satisfaction and trust) and the hedonic value
(perceived enjoyment) directly and indirectly influenced customers’ repurchase
intention in the context of online shopping. It adapted questionnaire to
collect data and testified the hypothesis by structural equation model. The
results showed that perceived usefulness, online customers’ satisfaction and perceived
enjoyment had significantly positive impact on online customers’ repurchase
intention. Moreover, we found that compared with utilitarian factors, the
hedonic factor had a stronger positive impact on repurchase intention.
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