This dissertation examines revisitation behaviour in the context of non-transactional websites. A holistic framework based on theories from repeat purchase behaviour and satisfaction was developed and tested. This study is among the first to consider revisitation as analogous to repeat purchase behaviour. The premise of the model is that revisitation is determined through an evaluation of prior visits and that the elements influencing revisitation included satisfaction, involvement (site, product category and medium) and social influences. Five non-transactional websites were examined with the selection based on the website typology developed in this thesis - a typology that will benefit website research as it provides a consistent and generic framework. Data were collected using a crosssectional web-based online survey via the homepage of the websites. Since satisfaction is considered to be a central factor in traditional repeat purchase behaviour and in website use, the antecedents of satisfaction were also examined. Overall the findings support the importance of content quality as a factor in satisfaction and even though website users are increasingly more proficient, ease of use is still an influential factor as is the attitude to the brand that the site supports. It was found that the users??? motives for using the site affected the relationship between the quality of the perceived benefits and satisfaction. If the motivation to use the site was for information, then the impact of information quality on satisfaction was weaker than the impact of entertainment quality on satisfaction. Alternatively, if the motivation was for entertainment, then once again the impact of information quality on satisfaction was weaker than that of entertainment quality. Initial model testing showed that the only factor to influence revisitation behaviour was enduring site involvement. Cognizant of the dangers of ???data driven theory???, the relationship of the elements was reassessed. The resultant model shows that product category involvement directly influences enduring site involvement and that enduring site involvement is a central construct operating as a direct and a mediating influence between each of satisfaction, social influence, medium involvement and website revisitation.
| Identifer | oai:union.ndltd.org:ADTP/257482 |
| Date | January 2006 |
| Creators | Maulana, Amalia Ernawaty, Marketing, Australian School of Business, UNSW |
| Publisher | Awarded by:University of New South Wales. School of Marketing |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | Copyright Amalia Ernawaty Maulana, http://unsworks.unsw.edu.au/copyright |
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