The role of risk attitude on online shopping: Experience, customer satisfaction, and repurchase intention
- Keywords:
- risk attitude, online shopping experience, consumer satisfaction, repurchase intention
- Abstract
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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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- Published
- 2007-05-01
- Issue
- Volume 35, 2007, Issue 4
- Section
- Articles
- License
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Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
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Social Behavior and Personality maintains an open editorial policy and may or may not endorse the conclusions made in its published articles. Neither the journal nor its publisher, editors or staff assume any responsibility for any material considered to be offensive or defamatory, or for obtaining any copyright permissions necessary for publication of articles.