%0 Journal Article
%T Empirical Study of Influential Factors of Online Customers¡¯ Repurchase Intention
%A Yuping Li
%J iBusiness
%P 48-60
%@ 2150-4083
%D 2016
%I Scientific Research Publishing
%R 10.4236/ib.2016.83006
%X 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.
%K Perceived Ease of Use
%K Perceived Usefulness
%K Customer Satisfaction
%K Customer Trust
%K Perceived Enjoyment
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=70523