Understanding Adjusted Customer Expectations: The Moderating Effect of Online Shopping Habit

  • 劉 素華

Student thesis: Doctoral Thesis

Abstract

By considering the changes in individual-level expectations in the post-purchase period this study examines the moderating effects of online shopping habit on the links between adjusted expectations and their antecedents This study proposed a theoretical model by integrating the literature of expectancy disconfirmation model and customer value dimensions to compare the factors affecting adjusted expectations between the low and high online shopping habit groups Data collected from 204 Taiwanese online customers were used to test the proposed model The results indicate that the effects of expectancy disconfirmation model on adjusted expectations are stronger for the high-habit group than for the low-habit group Further the moderating effects of online shopping habit on the links between customer value dimensions and adjusted expectations can differ between the low and high online shopping habit groups Specially factors such as confidence benefits and perceived price are associated with adjusted expectations for the low-habit group but not in the high-habit group On the other hand for the high-habit group perceived equity has a positive influence on adjusted expectations whereas perceived sacrifice has a negative impact Our findings not only help to better understand how customer expectations change but also assist practitioners in developing better online business strategies The results also show that adjusted expectations not only mediate the relationship between customer satisfaction and repurchase intention but also can guide repurchase behavior in the future
Date of Award2016 Jul 20
Original languageEnglish
SupervisorChinho Lin (Supervisor)

Cite this

'