TY - JOUR
T1 - The role of risk attitude on online shopping
T2 - Experience, customer satisfaction, and repurchase intention
AU - Wu, Wann Yih
AU - Chang, Man Ling
AU - Girard, Tulay
AU - Yang, Bijou
PY - 2007
Y1 - 2007
N2 - 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.
AB - 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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U2 - 10.2224/sbp.2007.35.4.453
DO - 10.2224/sbp.2007.35.4.453
M3 - Article
AN - SCOPUS:34547205542
SN - 0301-2212
VL - 35
SP - 453
EP - 468
JO - Social Behavior and Personality
JF - Social Behavior and Personality
IS - 4
ER -