網路消費者再購意圖之研究：轉換成本觀點之分析

A Study of On-line Consumers' Behaviroal Repurchase Intention: An Analysis from Switching Cost Perpsective

儘管網路零售產值快速提升，統計數據卻顯示大多數網路商家的顧客回購率仍然偏低。為了提升營運績效，網路零售商不得不關心如何使消費者持續在其網路商店購物。理論上，提高轉換成本是促成消費者忠誠與再購的有效措施。然而針對網路零售探討轉換成本對再購意圖之影響的研究仍然不多，因此網路商家仍很難有效地管理消費者知覺的轉換成本。本研究以網路及書面方式收集999份問卷，利用LISREL檢驗潛在變項之間的關係，結果發現：(1) 轉換成本與再購意圖成正相關，且心理與情緒轉換成本對於再購意圖的影響較經濟性轉換成本顯著；(2) 網路商家的社會結合策略，會使消費者認知到較高的經濟風險成本及心理情緒成本。這個結果顯示，影響消費者再購意圖的因素，主要是滿足消費者內在的動機與需要的內部誘因。

Although the sale volume of e-retailing is growing rapidly in recent years, empirical evidence, however, indicates that the customer retention rate of e-retialers is still relatively low. To improve their financial performance, e-tailers must understand how to keep consumers shopping at their e-tail sites. Increasing customers' perception of switching costs is a practice frequently used by brick-and-martar retailers to inhibit customers switching to others storefronts. Unfortunately, principles reagarding the management of switching costs is not plentiful enough for e-retailers to resolve their problems, since related researches are relatively scarce. A research model and a set of hypothese were proposed based on the perspective of switching costs. A survey was conducted. LISREL was used to verify the research model. The analysis of 999 questionaaires reveals that: (1) swichting costs are positively related with behavioral intention to repurchase. Specifically, the effects of the psychological and emotional switching costs are more significant than that of economical switching costs; (2) social bonds are primary antecedents of switching costs.