Exploring Factors Effecting the Continuance of Purchasing Behavior in Internet Shopping: Extrinsic Benefits and Intrinsic Benefits

Previous research examined how extrinsic and intrinsic factors influence customers to shop online. Conversely, the impact of these factors on customer retention in Internet shopping has not been examined. This study is one of the few attempts to investigate the perceived benefit factors effecting customers’ continuance of purchasing items through the Internet. According to an online questionnaire filled out by 1,111 online customers to conduct a multiple regression analysis, extrinsic benefits measured in terms of time and money savings, social adjustment, and self-enhancement as well as intrinsic benefits measured in terms of pleasure and novelty as well as fashion involvement have strong effects on the continuance of purchasing. Our findings indicate that customer retention must be promoted in Internet shopping by guaranteeing not only extrinsic benefits but also intrinsic benefits. This study discusses the relevant techniques providing those benefits to customers and guidelines for future research.