Empirical Study of Influential Factors of Online Customers’ Repurchase Intention

There is not a unanimous conclusion about the influential elements of online customers’ repurchase intention. We established a concept model and discussed how utilitarian values (perceived ease of use and perceived usefulness), social values (satisfaction and trust) and the hedonic value (perceived enjoyment) directly and indirectly influenced customers’ repurchase intention in the context of online shopping. It adapted questionnaire to collect data and testified the hypothesis by structural equation model. The results showed that perceived usefulness, online customers’ satisfaction and perceived enjoyment had significantly positive impact on online customers’ repurchase intention. Moreover, we found that compared with utilitarian factors, the hedonic factor had a stronger positive impact on repurchase intention.