There has been lots of research done on customer retention in electronic commerce by using different theories and Model. But there is very less or no work done based on MODE (Motivation and Opportunity as Determinants) model by Fazio 1990. This thesis used MODEL to predict the factors that determine customer in retention in EC. Motivation and opportunity are the most important determinants for consumers choosing an online store. To study motivation and opportunity mechanisms underlying consumer-e-retailer exchange relationship, this research takes a new perspective, a perspective directed toward customer intention to repurchase or customer retention. By integrating MODE model of Fazio 1990 with ¡V process feasibility, switching cost, and relational bond. This study develops an integrated model of consumer retention in an e-retailer. Data for the study was collected using an online survey distributed via email, posting link on the social networking sites linkedin, facebook, and discussion boards¡¦ bbs, NSYSU website. Hypotheses were tested using structural equation modeling of SmartPls. Findings of the study imply that consumer retention in an online store is the affect of consumer motivation towards same online store.
Specifically, a consumer¡¦s attitudes toward the key components of his/her entire online purchase experience (i.e., financial bond, social bond, structural bond, time and money saving, and switching cost) constitute the key drivers of consumer retention. Findings also indicate that motivation is intrinsically beneficial. If a consumer motivated by an online store, consumer will come back in the future to repurchase from the same e-retailer. Further, findings suggest that though motivation has a direct effect on future intentions and repurchase. Additionally, findings of the study imply that the effects of motivation on repurchase intention, but the opportunities available from another online store doesn¡¦t affect consumer attitude towards repurchase intention. Moreover search and experience type product moderately affect consumer attitude towards repurchase intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0824109-141734 |
| Date | 24 August 2009 |
| Creators | Saini, Vipin |
| Contributors | H. Jason Huang, Ting Peng Liang, Kai H Lim, San Pui Lam |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0824109-141734 |
| Rights | restricted, Copyright information available at source archive |
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