Journal
SOCIAL BEHAVIOR AND PERSONALITY
Volume 35, Issue 4, Pages 453-468Publisher
SOC PERSONALITY RES INC
DOI: 10.2224/sbp.2007.35.4.453
Keywords
risk attitude; online shopping experience; consumer satisfaction; repurchase intention
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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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