The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention

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Wann-Yih Wu
Man-Ling Chang
Cite this article:  Wu, W., & Chang, M. (2007). The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention. Social Behavior and Personality: An international journal, 35(4), 453-468.


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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.

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Appreciation is due to reviewers including

Tulay Girard

PhD

Assistant Professor of Marketing

Penn State Altoona

3000 Ivyside Park

Altoona

PA 16601

USA

Email

[email protected]

Bijou Yang

Department of Economics and International Business

Drexel University

32nd and Market Streets

11-501

Philadelphia

PA 19104-2875

[email protected]

Wann-Yih Wu or Man-Ling Chung, National Cheng Kung University, No. 1 Ta-Hsueh Road, Tainan 701, Taiwan. Phone: +886 6 275 7575 extn 53001; Fax: +886 6 236 4427; Email: [email protected] or [email protected]

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