英文摘要 |
Numerous studies have shown satisfaction and trust are the crucial antecedents of loyalty. However, the relationships between satisfaction, trust and customer purchase behaviors are not as simple as expected. Thus, this study aims to examine the moderating effect of decision-making uncertainty between satisfaction, trust and customer purchase behaviors. Meanwhile, the authors also examine mediating effect of decision-making uncertainty on the relationship between trust and customer purchase behaviors. The purpose of this research is to simultaneously investigate decision-making uncertainty in terms of both a mediator and a moderator, thus providing empirical evidence concerning how the mediator and moderator work together to affect customer purchase behaviors. This study finds support for all hypothesized relationships with customer purchase behaviors. The authors conclude with a discussion of their findings, managerial implications and directions for future research. |