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Customer repurchase intention and relationship quality in online shopping: Effects of website design and emotions
|關鍵字:||美學;aesthetics;情緒;線上購物;關係質量;再購意願;使用度;網頁設計;emotions;online shopping;relationship quality;repurchase intention;usability;website design||出版社:||科技管理研究所||引用:||1. Anderson, E., and Weitz, B.A., (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29 (1), 18–34. 2. Anderson, E. W., Fornell, C., and Lehmann, D. R., (1994). Customer satisfaction, market share and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. 3. Andersen, P.H. and Kumar, R., (2006). Emotions, trust and relationship development in business relationships: a conceptual model for buyer–seller dyads. Industrial Marketing Management, 35 (4), 522–535. 4. Aslam, M.M., (2006). Are You Selling the Right Colour? A Cross-cultural Review of Colour as a Marketing Cue. Journal of Marketing Communications, 12 (1), 15–30. 5. Bart, Y., Shankar, V., Sultan, F., and Urban, G., (2005). 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In online shopping, few studies have focused on website design variables, visual aesthetics and usability leading to customer emotions, and their effects on customer continuous buying. In this study, we proposed a model to explain customer repurchase intention from the perspective of relationship quality through the influence of emotions and website design. We also suggested that visual aesthetics and usability of website are the antecedents effecting users'' emotions. The model was tested through an empirical survey, and data was collected from a total of 355 users using online shopping site in Taiwan. The results showed that website-design and emotions positively influence relationship quality which positively lead to customer repurchase intention. Moreover, visual aesthetics and usability are the critical factors positively affecting customer emotions. This investigation could help online vendor to determine the critical drivers of customers'' retention and repurchase, and create a successful business model.
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