線上顧客再購意圖之研究：結合期望──不確認理論與承諾──信任理論觀點

Factors Influencing Repurchase Intention of Online Customers: Integrating the Perspectives of Expectation-Disconfirmation Theory and Commitment-Trust Theory

由於線上顧客的忠誠度普遍較低，因此維持顧客的再購買意願將是線上企業成功的關鍵。過去研究多採期望－－不確認理論之觀點來探討顧客的再購買行為，而認為滿意度是影響顧客再購買意圖的主要因素，然而，有些學者則指出維持顧客滿意度並不足以讓目前的顧客轉變成為長期忠誠的顧客。因此，本研究延伸期望－－不確認理論，並整合承諾－－信任理論之觀點來探討影響線上顧客再購買意圖之因素。本研究採用問卷調查法，蒐集到300份有效問卷，並以結構方程模式中的部分最小平方法（partial least squares, PLS）進行資料分析，結果顯示本研究所發展之整合模式能提供更為豐富、完整的觀點來解釋與預測線上顧客的再購買意圖。

Since online customers have lower loyalty levels compared to offline customers, maintaining customers’ repurchase intentions is critical to online business success. Previous research largely adopted the perspective of expectation-disconfirmation theory (EDT) to investigate customers’ repurchase behavior and suggested that customer satisfaction is a major predictor of repurchase intentions. However, it has been argued that maintaining customer satisfaction does not convert current customers into long-term loyal customers and prevent them from switching to alternatives. This study extends the EDT by integrating it with the key constructs of commitment-trust theory (i.e., commitment and trust) to investigate factors that influence customers’ repurchase intentions in online shopping. Data were collected through an online survey of 300 experienced online shoppers. The partial least squares (PLS) method was used to test the research model. The results showed that the proposed model in this study can provide a fuller understanding of why customers intend to repurchase from an online retailing website.