The Role of Risk Attitude in Online Shopping: The effects of Risk Attitude on Online Shopping Experience, Customer Satisfaction, and Repurchase Intention

ASIAIR > College of Management > Department of Leisure and Recreation Management > Journal Article > Item 310904400/9847

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Title:	The Role of Risk Attitude in Online Shopping: The effects of Risk Attitude on Online Shopping Experience, Customer Satisfaction, and Repurchase Intention
Authors:	Wu, Wann Yih & Chang, Man-Ling
Keywords:	risk attitude;online shopping experience;consumer satisfaction;repurchase intention
Date:	2007
Issue Date:	2010-06-02 11:51:32 (UTC+0)
Publisher:	Asia University
Abstract:	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.
Relation:	Social Behavior and Personality: The International Journal 35(4) : 453-468
Appears in Collections:	[Department of Leisure and Recreation Management] Journal Article

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