Order Effects of Purchase Experiences on Repurchase Probability in the Online Marketplace
This study examines whether the sequence of a consumer”s purchase experiences with a seller will influence the consumer”s repurchase probability.In detail,this study tries to find out whether a consumer”s first transaction with a seller has stronger impacts on the consumer”s repurchase probability than the following transaction experiences (the primacy effect),and whether a consumer”s last transaction is more influential on the consumer”s repurchase probability than the previous transaction experiences (the recency effect).Objective transaction data collected from a dominant online marketplace in China are used in verifying the research questions.The findings show that there are recency effects but no primacy effects of purchase experiences on repurchase probability.Theoretical contributions and practical implications of the research findings are discussed.
electronic commerce repurchase order effects primacy effects recency effects satisfaction
LIU Yuewen Yang Luyan Wei Kwok Kee Chen Huaping
University of Science & Technology of China,Hefei,230026 China;City University of Hong Kong,China University of Science & Technology of China,Hefei,230026 China City University of Hong Kong,China
国内会议
武汉
英文
727-732
2009-10-23（万方平台首次上网日期，不代表论文的发表时间）