Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk

@article{Chiu2014UnderstandingCR,
  title={Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk},
  author={Chao-Min Chiu and Eric T. G. Wang and Yu-Hui Fang and Hsin-Yi Huang},
  journal={Inf. Syst. J.},
  year={2014},
  volume={24},
  pages={85-114}
}
Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers based on means-end chain theory and prospect theory. In the research model, both utilitarian value and hedonic value are hypothesised to affect repeat purchase intention positively. Perceived risk is hypothesised to affect repeat purchase intention negatively and moderate the effects of… CONTINUE READING
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