Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/42997
Title: The moderating effect of transaction experience on value-driven internet shopping
Authors: Gupta, S. 
Kim, H.-W. 
Keywords: Information processing theory
Internet shopping
Mental accounting theory
Repeat customers
Issue Date: 2006
Source: Gupta, S.,Kim, H.-W. (2006). The moderating effect of transaction experience on value-driven internet shopping. Proceedings of the 14th European Conference on Information Systems, ECIS 2006. ScholarBank@NUS Repository.
Abstract: Internet vendors invest a considerable amount on acquiring customers with the expectation that the early investment in customer acquisition will result in a long-term stream of profits from repeat customers. However, it has been found that over 50% of repeat customers seldom complete their third purchase with the Internet vendor. This may be due to lack of proper understanding of customer decision making and a lack of differentiation between less-experienced and more-experienced repeat customers. Therefore, Internet vendors need to understand the decision making process of their repeat customers. Customer decision making has been studied from value perspective in the fields of economics and marketing and have been replicated in the IS field also. However, the focus in IS studies has largely been on new customers. Moreover, the IS studies lack consideration of changes in customer information processing with transaction experience. This research, therefore, studies the moderating effect of transaction experience on repeat customer value-driven Internet shopping behaviour. Understanding the changes in repeat customer decision making would help Internet vendors in outlining sales strategies to ensure continuous sales and long-term profitability.
Source Title: Proceedings of the 14th European Conference on Information Systems, ECIS 2006
URI: http://scholarbank.nus.edu.sg/handle/10635/42997
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

80
checked on Dec 16, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.