An Analysis of Factors Influencing Consumers Continued Purchase Intention Based on Online Shopping Pre-sale Mode

摘要：

　　Online shopping pre-sale has great commercial value, and the key is to realize its commercial value, which is shown by the continuous purchase made by consumers.However, in China, there is a lack of relevant research on the factors affecting consumers continued purchase intention.Based on the expectation confirmation theory, this paper constructs a model to explore the influential factors of the consumers continued purchase intention.This study employed the Structural Equation Model (SEM) to perform empirical analysis.The results showed that the main influential factors of consumers continued purchase intention include perceived usefulness, perceived ease of use, expectation confirmation, and satisfaction.Among which, satisfaction had relatively high influence while perceived usefulness had a relatively low influence.Perceived usefulness and perceived ease of use had an indirect effect on the continued purchase intention through satisfaction.

关键词： pre-sale expectation confirmation theory continuous purchase intention structural equation model

作者: You Li Xiaolin Li Yuanyuan Li Yiyun Xu

作者单位: Business School, Sichuan Agricultural University, Chengdu, 611830, China College of Architecture and Urban-Rural Planning, Sichuan Agricultural University,Chengdu, 611830,Ch

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 229-236

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）