Determinants of customer repurchase intention in online shopping

Determinants of customer repurchase intention in online shopping Purpose – The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping. Design/methodology/approach – Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS‐Graph version 3.0) is used to analyse the measurement and structural models. Findings – The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of customers' repurchase intentions. Research limitations/implications – The data are collected from a single online shopping store – the generalisation of the model and findings to other online stores requires additional research. Our findings imply that the five dimensions of e‐service quality are possibly among the most important antecedents of customers' trust in online vendors. Practical implications – Online vendors should ensure that they provide adequate utilitarian and hedonic value for customers instead of focusing on just one of these aspects in their web site development. Originality/value – Customer loyalty is critical to the online vendor's survival and success. The study provides evidence that online trust is built through order fulfilment, privacy, responsiveness and contact. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Online Information Review Emerald Publishing

Determinants of customer repurchase intention in online shopping

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1468-4527
DOI
10.1108/14684520910985710
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping. Design/methodology/approach – Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS‐Graph version 3.0) is used to analyse the measurement and structural models. Findings – The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of customers' repurchase intentions. Research limitations/implications – The data are collected from a single online shopping store – the generalisation of the model and findings to other online stores requires additional research. Our findings imply that the five dimensions of e‐service quality are possibly among the most important antecedents of customers' trust in online vendors. Practical implications – Online vendors should ensure that they provide adequate utilitarian and hedonic value for customers instead of focusing on just one of these aspects in their web site development. Originality/value – Customer loyalty is critical to the online vendor's survival and success. The study provides evidence that online trust is built through order fulfilment, privacy, responsiveness and contact.

Journal

Online Information ReviewEmerald Publishing

Published: Aug 7, 2009

Keywords: Internet shopping; Consumer behaviour; Customer services quality; Trust

References

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