Factors Influencing Online and Post-purchase Behavior and Construction of Relevant Models

This study is attempted to combine the decomposition theory of planned behavior with the theories of relationship quality and product involvement to establish a complete model for the explanation of factors influencing online investment and post-purchase behavior. The SEM causal model was used to verify the capability of the model to explain the online investment and post-purchase behavior of consumers. Consumers in the top four largest cities in Taiwan who invest in financial products via banks were selected, and the number of research subjects was detemiined by the population of each city. The stratified random sampling method was used for the survey and 274 valid questionnaires were returned. The SEM model was used for data verification. In the preliminary fit, the tinancial support of family members has the highest influence on the decision of consumers (subjective norm), the incorrectness of product information announced by service providers is perceived by consumers as the highest risk (perceived risk), and the attractiveness of products is the most important variable to arouse the interest of consumers to buy (product involvement). As for the actual behavior, personal requirements for investment are the most decisive factor for consumers to take actions. The correctness of products is the most infiuential factor for the gap of perceived service quality. Among the parameters under the post-purchase behavior, the external response and internal response are most decisive for consumers to take actions after they have made a purchase. As for the internal fit, the subjective norm to actual behavior, perceived risk to actual behavior, subjective norm to post-purchase behavior, and gap of perceived service quality to post-purchase behavior reach the significant level and the overall goodness-of-fit of the research model was satisfactory.