The document presents a study that examines how various qualities of internet shopping sites influence customers' utilitarian and hedonic shopping values, and how those values impact customer satisfaction and repurchase intention. The study developed a research model and hypotheses about the relationships between system quality, information quality, service quality, shopping values, customer satisfaction, and repurchase intention. It then describes the methodology used, including developing a survey instrument, collecting data from 293 online shoppers in Korea, and analyzing the data using structural equation modeling. The results largely supported the hypotheses and found significant relationships between the factors as proposed in the research model. The conclusion reflects that the study was limited by not explaining why other potential factors were excluded and does not provide details about how
Factors influencing internet shopping value and customer repurchase
1. Factors Influencing Internet
Shopping Value and Customer
Repurchase Intention
SHOP INFO
Presenter: Jessie Liu
Instructor: Dr. Pi-Ying Hsu
Date: February 24, 2014
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2. Citation
Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., &
Kim, J. (2012). Factors influencing Internet
shopping value and customer repurchase
intention. Electronic Commerce Research and
Applications, 11(4), 374-387.
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5. Background
Internet shopping businesses depends on:
innovation
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the provision of interactive, cost-efficient,
and convenient services
enticing new customers
existing customer bases
(Overby & Lee, 2006, Pavlou et al., 2007)
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6. Gap
Previous researchers failed to suggest a
comprehensive model for Internet shopping
business success by linking customer
satisfaction and retention using existing
information systems and marketing
literature.
(Hellier et al., 2003 )
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7. Purpose of the Study
To examine the effect of various Internet
shopping site qualities on the utilitarian
and hedonic values of Internet shopping
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9. Research Model
System Quality
Security
Accessibility
Information Quality
H4a
H4b
H5a
H5b
Utilitarian
Shopping
Value
H1b
H1a
H6a
Variety
H6b
Currency
H7a
H7b
Customer
Satisfaction
Service Quality
Quickness
Receptiveness
H8a
H8b
Hedonic
Shopping
Value
H3
Intent to
Repurchase
H2a
H2b
H9a
H9b
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10. Research Questions
Do system, information, and service qualities
affect hedonic and utilitarian shopping
values?
Do hedonic and utilitarian shopping values
affect customer satisfaction and repurchase
intention?
Does customer satisfaction affect repurchase
intention?
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11. Internet shopping value
Utilitarian
shopping value
Hedonic
shopping value
the degree to
which consumers
feel their shopping
goals have been
accomplished
the fun and
excitement of the
shopping
experience
(Bridges & Florsheim 2008; Overby &
Lee 2006; To et al., 2007) 11
12. Internet shopping value
Internet shopping business success requires the
provision of both values because they are highly
related to the likelihood of customer
satisfaction and purchase.
(Kuan et al., 2008; Shang et al., 2005; Sorce et
al., 2005; Wolfinbarger & Gilly, 2001)
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13. Internet shopping value
H1a:
H1b:
H2a:
H2b:
H3:
Utilitarian shopping value is positively (+)
associated with customer satisfaction.
Utilitarian shopping value is positively (+)
associated with customer repurchase intention.
Hedonic shopping value is positively (+)
associated with customer satisfaction.
Hedonic shopping value is positively (+)
associated with customer repurchase intention.
Customer satisfaction is positively (+) associated
with customer repurchase intention.
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14. System Quality
Hedonic and utilitarian shopping values are likely to
increase when there is prompt access to Internet
shopping sites and increased security of personal
information.
(Bridges & Florsheim 2008; Lu & Su,
2009; Overby & Lee, 2006)
System quality must support the consumer’s
purchasing activity by providing security and
accessibility (access convenience, ease of use and
reliability), in addition to speed and a variety of other
convenience features.
(Chan & Teo, 2007; Doll et al.,
2004; Schaupp et al., 2009)
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15. System Quality
H4a: Security is positively (+) associated
with utilitarian shopping value.
H4b: Security is positively (+) associated
with hedonic shopping value.
H5a: Accessibility is positively (+) associated
with utilitarian shopping value.
H5b: Accessibility is positively (+) associated
with hedonic shopping value.
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16. Information Quality
Information variety
the abundance of
information that satisfies
different types of
consumers
Information currency
the degree to which
consumers perceive
information as novel and
timely
(Chen & Cheng, 2009; Kim & Lee 2005)
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17. Information Quality
H6a: Information variety is positively (+)
associated with utilitarian shopping value.
H6b: Information variety is positively (+)
associated with hedonic shopping value.
H7a: Information currency is positively (+)
associated with utilitarian shopping value.
H7b: Information currency is positively (+)
associated with hedonic shopping value.
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18. Service Quality
Previous research has shown that prompt product
delivery and ease of product return significantly
increase a consumer’s positive experiences,
including greater enjoyment.
(Comegys et al., 2009; Hui & Wan 2007;
Zeithaml et al., 2002)
The shopping value perceived by customers is
critically dependent on how quickly and accurately
products are delivered after the order is placed.
(Ha & Stoel, 2009)
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19. Service Quality
H8a: Service quickness is positively (+)
associated with utilitarian shopping value.
H8b: Service quickness is positively (+)
associated with hedonic shopping value.
H9a: Service receptiveness is positively (+)
associated with utilitarian shopping value.
H9b: Service receptiveness is positively (+)
associated with hedonic shopping value.
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21. Demographic Attributes
H10:
H11:
H12:
H13:
The impact of system quality on hedonic/utilitarian
shopping values differs across user income levels.
The impact of information quality on
hedonic/utilitarian shopping values differs across
user income levels.
The impact of service quality on hedonic/utilitarian
shopping values differs across user income levels.
The impact of hedonic/utilitarian shopping values
on customer satisfaction and repurchase intention
differs across user income levels.
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22. Demographic Attributes
H14:
H15:
H16:
H17:
The impact of system quality on hedonic/utilitarian
shopping values differs between genders.
The impact of information quality on
hedonic/utilitarian shopping values differs between
genders.
The impact of service quality on hedonic/utilitarian
shopping values differs between genders.
The impact of hedonic/utilitarian shopping values on
customer satisfaction and repurchase intention
differs between genders.
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25. Data Collection
Over 8 weeks
E-mail and
direct delivery
151 women
142 men
General public
in Korea
Online and
offline surveys
293
questionnaires
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26. Data Analysis
to evaluate the
reliability of variables
Cronbach’s alpha
Factor analysis and
internal consistency
to assess the
validity of the
constructs
to test the
research
hypotheses
Structural equation
model (SEM)
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34. Reflection
Didn’t explain why they excluded other factors.
usability
availability
reliability
the response time
security
accessibility
Didn’t explain how they chose the sample.
From general public
Sampling method?
Condition?
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