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Online repatronage intention: an empirical study among Malaysian experienced online shoppers

Online repatronage intention: an empirical study among Malaysian experienced online shoppers Purpose – Prior studies mostly investigate initial shopping intention in developed countries. The purpose of this paper is to sketch and determine the impact of perceived usefulness (PU), perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern (PC), internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian experienced online shoppers. Design/methodology/approach – A total of 219 valid questionnaires were collected via an online survey among experienced online shoppers across young and old students aged 18‐31. Subsequently, the two‐step structural equation modelling (SEM) technique was employed to empirically examine the proposed integrative theoretical research framework and model fit with maximum likelihood estimation. Findings – The statistical analyses support the relationships between PU, PV, TRT and SAT with ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the factors affecting ORI occur similarly across the study sample. The behaviour of experienced online shoppers was found to be different from findings of previous literature that examined initial adoption and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced shoppers, our results show inconsistencies with prior research in examining ORI. Research limitations/implications – The paper suggests that future research consider multicultural analysis, atmosphere design, developing internet methodology and the role of flow experience in determining ORI. The research limitations and implications are also discussed. Practical implications – By realizing the differences between inexperienced shoppers and experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment, right shoppers along with the right marketing tactic. The antecedents of future intention of online shopping are influenced by various variables because the human behaviour is sophisticated in nature. Thus, academicians and practitioners should realize the implications of examining their target population/market based on an assessment of different antecedents. Originality/value – This study is among the few attempts to examine attitudes and behaviour of Malaysian experienced online shoppers who have formed relevant experiences and skills in online shopping. Additionally, the paper empirically examine and distinct user perception of online retail attributes (including PU, PEOU, PV and PR), pre‐purchase user attitudes (including TRT, PC, IL) and post‐purchase users attitudes (including SAT) in forming ORI simultaneously. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Online repatronage intention: an empirical study among Malaysian experienced online shoppers

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/IJRDM-03-2012-0026
Publisher site
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Abstract

Purpose – Prior studies mostly investigate initial shopping intention in developed countries. The purpose of this paper is to sketch and determine the impact of perceived usefulness (PU), perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern (PC), internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian experienced online shoppers. Design/methodology/approach – A total of 219 valid questionnaires were collected via an online survey among experienced online shoppers across young and old students aged 18‐31. Subsequently, the two‐step structural equation modelling (SEM) technique was employed to empirically examine the proposed integrative theoretical research framework and model fit with maximum likelihood estimation. Findings – The statistical analyses support the relationships between PU, PV, TRT and SAT with ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the factors affecting ORI occur similarly across the study sample. The behaviour of experienced online shoppers was found to be different from findings of previous literature that examined initial adoption and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced shoppers, our results show inconsistencies with prior research in examining ORI. Research limitations/implications – The paper suggests that future research consider multicultural analysis, atmosphere design, developing internet methodology and the role of flow experience in determining ORI. The research limitations and implications are also discussed. Practical implications – By realizing the differences between inexperienced shoppers and experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment, right shoppers along with the right marketing tactic. The antecedents of future intention of online shopping are influenced by various variables because the human behaviour is sophisticated in nature. Thus, academicians and practitioners should realize the implications of examining their target population/market based on an assessment of different antecedents. Originality/value – This study is among the few attempts to examine attitudes and behaviour of Malaysian experienced online shoppers who have formed relevant experiences and skills in online shopping. Additionally, the paper empirically examine and distinct user perception of online retail attributes (including PU, PEOU, PV and PR), pre‐purchase user attitudes (including TRT, PC, IL) and post‐purchase users attitudes (including SAT) in forming ORI simultaneously.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: May 6, 2014

Keywords: Malaysia; Online retailing; Experienced online shoppers; Online repatronage intention (ORI)

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  • Internet skills and the digital divide
    van Deursen, A.; van Dijk, J.
  • Expectation disconfirmation and technology adoption: polynomial modeling and response surface analysis
    Venkatesh, V.; Goyal, S.
  • How complementarity and substitution alter the customer satisfaction‐repurchase link
    Voss, G.B.; Godfrey, A.; Seiders, K.
  • The influence of visual packaging design on perceived food product quality, value, and brand preference
    Wang, E.S.
  • Social interaction and continuance intention in online auctions: a social capital perspective
    Wang, J.‐C.; Chiang, M.‐J.
  • An integrated model for customer online repurchase intention
    Wen, C.; Prybutok, V.R.; Xu, C.
  • The dimensionality of consumption emotion patterns and consumer satisfaction
    Westbrook, R.A.; Oliver, R.L.
  • Selecting techniques for use in an internet survey
    Wiley, J.B.; Han, V.; Albaum, G.; Thirkell, P.
  • The antecedents of customer satisfaction and its link to complaint intentions in online shopping: an integration of justice, technology, and trust
    Wu, I.‐L.
  • Effect of transaction trust on e‐commerce relationships between travel agencies
    Wu, J.‐J.; Chang, Y.‐S.
  • Perceived value, transaction cost, and repurchase‐intention in online shopping: a relational exchange perspective
    Wu, L.‐Y.; Chen, K.‐Y.; Chen, P.‐Y.; Cheng, S.‐L.
  • Consumer perceptions of price, quality, and value: a means‐end model and synthesis of evidence
    Zeithaml, V.A.
  • Repurchase intention in b2c e‐commerce – a relationship quality perspective
    Zhang, Y.; Fang, Y.; Wei, K.‐K.; Ramsey, E.; McCole, P.; Chen, H.
  • The effect of initial trust on user adoption of mobile payment
    Zhou, T.
  • The impact of privacy concern on user adoption of location‐based services
    Zhou, T.
  • An exploration of the intention to use online store
    Zhu, D.‐S.; Tsai, C.‐H.; Huang, S.‐S.