【專題演講】109/12/10(四) 15:30-16:30 張巍勳教授


Most of e-commerce platforms provide some sort of consumer protection policies e.g. repairs, returns, and refunds, among others, to build up structural assurance.  Unlike the inconsistent qualities in a platform with low structural assurance, one with high structural assurance is expected to deliver high-quality products.  Prior studies have not explored consumers' repurchase behavior within the same platform and compare it across platforms with different levels of structural assurance.  This paper attempts to fill this gap and posits that the structural assurance along with personal purchase experience and other consumers' product review affect consumers' repurchase behaviors in e-commerce platform.  We design an experiment with two manipulations-product quality of a previous purchase and structural assurance-to induce consumers' sentiments and cognitions regarding their shopping experience.  We ran 12 sessions with 192 university students.  We have two striking findings among other results.  First, consumers in a platform with high structural assurance have a lower tendency to repurchase compared to those in a platform with low structural assurance.  Second, when encountering an unpleasant shopping experience, consumers in a platform with low structural assurance are more likely to switch to other merchants than they were in a platform with high structural assurance.  We associate these results to switching cost, status quo bias and psychological inertia.