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http://dx.doi.org/10.15207/JKCS.2017.8.2.169

Study on Chinese Repurchase Intention of Group-buying Social Commerce:The Moderating Role of Shopping Habit  

Cheng, Shuang (School of Business Administration, Chonnam National University)
Lee, Kyeong-Rak (Free21+ e-Service Team, Chonnam National University)
Lee, Sang-Joon (School of Business Administration, Chonnam National University)
Publication Information
Journal of the Korea Convergence Society / v.8, no.2, 2017 , pp. 169-181 More about this Journal
Abstract
This is a study to examine the factors that affect group-buying social commerce users' repurchase intention. In order to verify research hypotheses, this paper collected data from 396 users who currently use the group-buying social commerce in China. We used the AMOS 22.0 analysis. The results show that value, trust and satisfaction are the strong predictors of repurchase intention. And Information quality, System quality and Service quality are the significant antecedents of value, trust and satisfaction. Finally, perceived value exerts stronger effect on repurchase intention for high-shopping habit customers, where as trust and satisfaction have higher influence on repurchase intention for low-shopping habit customers. Implications and limitations are discussed.
Keywords
Repurchase Intention; Shopping Habit; Value; Satisfaction; Trust;
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