Please use this identifier to cite or link to this item:
Title: The moderating effect of transaction experience on the decision calculus in on-line repurchase
Authors: Gupta, S. 
Kim, H.-W. 
Keywords: Internet shopping
Mental accounting theory
Repurchase decision calculus
Issue Date: 2007
Citation: Gupta, S., Kim, H.-W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce 12 (1) : 127-158. ScholarBank@NUS Repository.
Abstract: Repeat customers are five times more profitable than new customers. Internet vendors have to retain customers to reap the benefits of repeat sales, but more than 50 percent of repeat customers seldom complete a third purchase. One reason is the inability of on-line vendors to manage customers' changing expectations. Vendors need to understand the decision calculus of repeat customers at every stage of their transaction experience with the vendor. This study uses a customer repurchase decision-making model to examine the effect of transaction experience on customers' decision calculus in on-line repurchases. The model shows that the effects of perceived convenience and perceived price change over the transaction experience, whereas the effects of perceived value and pleasure do not. These findings have significant theoretical and practical implications. Copyright © 2007 M.E. Sharpe, Inc. All rights reserved.
Source Title: International Journal of Electronic Commerce
ISSN: 10864415
DOI: 10.2753/JEC1086-4415120105
Appears in Collections:Staff Publications

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


checked on Nov 16, 2020


checked on Nov 16, 2020

Page view(s)

checked on Nov 10, 2020

Google ScholarTM



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