Network Based On Mental Accounting Theory, Re-purchase Intentions

Using the mental accounting as the theory base,the study explored the factors that affect the passengers' repurchase intentions on net and the relationship between those factors.A hypothesized model was established and a questionnaire was made on the base of literature review and interview.The model had good reliabilities and validities.In the end,the effect of combining the transportation cost on the passengers' repurchase intentions on net was explored.The conclusions of the research were:(1) The questionnaire about online repurchase intention the study develop had good reliabilities and validities.(2) The verification model showed that the perceived value had positive impact on the network re-purchase intention.Convenience,personalized service,pleasant feeling has a significant positive impact on perceived value.And the convenience has a direct positive impact on the network re-purchase intention.The perceived price had a reversed significant impact on the network re-purchase intention and the perceived value.The purchase experience had a significant function of adjustment on the effect that the personalized service and the pleasant feeling worked on the network re-purchase intention.(3) Each variables had significant differences on the demographic variables,such as gender,education, student or not.But it didn't have significant differences on age.(4) Most people chose to combine the transportation cost when the price and the transportation cost are in different level,which verified the mental accounting theory.Also,a significant difference showed in different level of price and transportation cost.All in all,the study verified the research hypothesis,and the result of this study provided theoretical and practical significance to both the network suppliers and the consumers.