Assisted by International Cooperative Office and invited by Electronic Health Research Institute of our School, Professor Yulin Fang, Department of Information System, City University of Hong Kong will visit the School of Management of HIT. The academic report is arranged as below. Welcome students and teachers who are interested in this topic.
Topic: Trust, Satisfaction and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-commerce Institutional Mechanisms
Abstract: The effects of e-commerce institutional mechanisms on trust and online purchase have traditionally been understood in the initial online purchase context. This study extends this literature by exploring the role of e-commerce institutional mechanisms in the online repurchase context. In doing so, it responds to the emerging call for understanding the institutional context under which customer trust operates in an e-commerce environment. Specifically, this study introduces a key moderator, perceived effectiveness of e-commerce institutional mechanisms (PEEIM) to the relationships between trust, satisfaction and repurchase intention. Drawing on the theory of organizational trust, and based on a survey across 362 online returning customers, we find that PEEIM negatively moderates the relationship between trust in an online vendor and online customer repurchase intention, as it decreases the importance of trust to promoting repurchase behavior. We also find that PEEIM positively moderates the relationship between customer satisfaction and trust as it enhances the customers’ reliance on past transaction experience with the vendor to reevaluate their trust in the vendor. Consistent with the predictions made in the literature, PEEIM does not directly affect trust or repurchase intention. Academic and practical implications and future research directions are discussed.
Introduction of the speaker:
Dr. Yulin Fang is an Associate Professor (with Tenure) at the Department of Information Systems, City University of Hong Kong (CityU). He received his PhD degree at the Richard Ivey School of Business, the University of Western Ontario in November 2006, where he was a winner of the highly prestigious SSHRC Scholarship from the Canadian Social Science and Humanities Research Council.
Dr. Fang is currently an Associate Editor for MIS Quarterly, Information Systems Research, and Information Systems Journal, and a Track Co-Chair for ICIS 2013 and PACIS 2013.
His primary research areas are knowledge management & innovation, strategic and organizational impacts of IT service, distributed work arrangements, and e-commerce. In a nut shell, he is interested in gaining an in-depth understanding of the performance implications of knowledge-intensive endeavors in contemporary organizations in general and distributed social/business arrangements in particular, which rely heavily on the use of information and communication technologies (ICT).
Dr. Fang has a total of 83 academic publications: 35 journal articles, 45 conference articles, and 3 books/book chapters. He has published (or have accepted for publication) articles in the leading Management and IS journals, such as the Strategic Management Journal (SMJ), Information Systems Research (ISR), MIS Quarterly (MISQ), the J. of Management Information Systems (JMIS), the J. of Management Studies (JMS), Organizational Research Methods (ORM), the J. of the Association for Information Systems (JAIS), Decision Support Systems (DSS), IEEE Transactions on Engineering Management (IEEE EM), the J. of the American Society for Information Science and Technology (JASIST), and others.
His research appeals to scholars and practitioners in both information systems and business management communities, and has received awards and recognitions in both fields. For instance, his research on open source communities (Fang and Neufeld 2009, JMIS) won one of the only five 2009 Senior Scholars Best IS Publication Awards offered by the Association for Information Systems (AIS). His research on intra/inter-organizational knowledge transfer in multinational enterprises (Fang et al. 2010, JMS) was one of the three finalists for the Samsung Best Paper Award and the Carolyn Dexter Award at the Academy of Management (AOM).
His research has been financially supported by major competitive funding sources. As the principal investigator, he has received 4 General Research Funds (GRF) from the University Grant Council of Hong Kong (~1,400,000 HK$ in total), and 1 NSFC grant from National Science Foundation of China (~600,000 HK$), 3 Strategic Research Grants (SRG) offered by CityU (~320,000 HK$ in total). In addition, he has received 1 Early-Career Grant by CityU and have received several regular Active Researcher Funds offered by the IS department. In the capacity of a co-investigator, he has participated in 3 additional GRF projects (~ 1,000,000 HK$ in total).
In terms of teaching, Dr. Fang was a CityU Teaching Excellent Award (TEA) finalist (out of 7) for two consecutive years (2009-2011). He taught Introduction to MIS, Knowledge Management, and Introduction to E-Commerce. He is a regular teaching case writer and instructor.
Dr. Fang is a program co-director of the Master of Business Information Systems program (MScBIS) with an annual intake of 120 taught-master students, and a residence master of the Sir Gordon and Lady Ivy Wu Hall hosting 350 undergraduate students.
