The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention
Main Article Content
Risk attitude is a stable personality characteristic that is inherent in an individual, and may be the cause of differences in decisions to shop online. This article records an attempt to explore the direct and moderate effects of risk attitude on consumer behavior in the online context. The results show that risk attitude is positively associated with online shopping experience, consumer satisfaction, and repurchase intention for online shopping. Furthermore, the risk attitude promotes a positive influence of online shopping experience on satisfaction. Finally, the evaluation and emotion-based satisfaction would enhance online buyers’ repurchase intention when they are characterized as having higher risk preference.
Appreciation is due to reviewers including
Tulay Girard
PhD
Assistant Professor of Marketing
Penn State Altoona
3000 Ivyside Park
Altoona
PA 16601
USA
Bijou Yang
Department of Economics and International Business
Drexel University
32nd and Market Streets
11-501
Philadelphia
PA 19104-2875