Factors Affecting Customers' Intention to Repurchase in Internet Shopping: Extrinsic Benefits and Intrinsic Benefits

This study is one of the few attempts to investigate customers' intention to repurchase in Internet shopping. Using an online questionnaire filled out by 1,111 online customers to conduct a multiple regression analysis, a new factor, perceived benefits, had a positive impact on the repurchase intention. In addition, extrinsic benefits measured by time and money savings, social adjustment, and self-enhancement as well as intrinsic benefits measured by pleasure and novelty had significant strong effects on online repurchasing. Findings indicate that customer retention of Internet shopping must be promoted by guaranteeing not only extrinsic benefits but also intrinsic benefits.