The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.
As the number of e-commerce businesses escalates, so has the competition among these businesses. Understanding Attitudes and Predicting Social Behavior.
Companies need to understand what factors influence customers’ repurchase intention, and provide more than just discounted prices in order to compete in this challenging market.
Built upon the theory of planned behavior (TPB) model, this research discusses how customer satisfaction could influence trust and how trust could influence repurchase intention. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Satisfaction, trust, and repurchase intention of group buying websites and products were examined separately, and their relationships were investigated as well. Repeat Purchase Intentions in Online Shopping: The Role of Satisfaction, Attitude, and Online Retailers’ Performance.
Furthermore, customers’ social identity of the group buying websites that they have used to make purchases have been measured, and the moderating effects of social identity toward the relationship between trust and repurchase intention are discussed in this research as well. Journal of International Consumer Marketing, 23(1), 5–20.
300 effective samples were collected, all of which are customers who have made purchases on group buying websites before.
PLS regression analysis reported that there are positive relationships between customer satisfaction and trust, and also between trust and repurchase intention.
Additionally, this research has found a negative moderating effect of social identity toward the relationship between “trust toward the product” and “repurchase intention of the same product traded any website”, and also between “trust toward the product” and “repurchase intention of any product traded in the website used”.
Last, managerial implications of my findings are outlined and discussed.123團購網.