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Title:
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VIRTUAL GOODS REPURCHASE INTENTION IN SOCIAL NETWORKING SITES |
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Author(s):
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Echo Huang |
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ISBN:
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978-972-8939-31-1 |
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Editors:
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Piet Kommers, Tomayess Issa and Pedro Isaías |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Commitment, satisfaction, trust, repurchase intention, virtual goods, social networking sites |
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Type:
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Full Paper |
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First Page:
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115 |
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Last Page:
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122 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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A conceptual model was proposed which based on Morgan and Hunt(1997) Commitment-Trust to examine the predictors of repurchase intention toward virtual goods(VGs) in social networking sites(SNSs). A survey was conducted in Facebook, 176 usable responses were collected. Partial Least Square (PLS) regression was chosen to test the conceptual model and corresponding hypotheses. The findings show that relationship commitment, trust, and relationship satisfaction significantly influence Facebook users repurchase intention. Four external variables, perceived value, social identity, SNSs interactivity, and flow of SNSs, have positive impacts on relationship satisfaction. Implications are proposed in the final section. |
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