Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce

Abstract

Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on customers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.

Making Micro Business Visible: Unlocking the Potential Through Social Media

“…SMEs in Malaysia are using Facebook Insights and Instagram Insights to assess consumer interaction and allow marketers, executives, and management levels to examine data before making active decisions to achieve particular goals (Jani et al, 2020). Hui et al (2021) discovered that big data analytic elements such as information search, recommendation system, dynamic pricing, and personalization had a positive substantial influence on customer's repurchase intent. Finally, via strategic operations and marketing-related business activities, big data and social media analytics may help B2B companies become profitable and sustainable (Sivarajah et al, 2020).…”

The new game of online marketing: How social media influencers drive online repurchase intention through brand trust and customer brand engagement

“…Online repurchase intention pertains to an individual's inclination to engage in another purchase from the same company based on their prior experience (Hui, Dastane, Johari & Roslee, 2021). Various marketing studies have underscored the significance of online repurchase intention as a determinant of success in online shopping (Khan, Panditharathna, & Bamber, 2020).…”

Rationalising Factors Influencing the Effective Utilisation of Big Data in Malaysian Fintech Companies

“…Takaful (Islamic insurance) operators could more effectively deter, detect, record and report fraud using Big Data Analytics tools(Hemed et al, 2021).Big Data is being used in the retail industry to gain a better understanding of buying behaviour, to capture fluctuations in buying behaviour in real time and to make strategic decisions for the business on this basis. A personalised online shopping interface typically led to positive customer satisfaction and repurchase intention(Chan et al, 2021). Many e-commerce platforms use Big Data to personalise the shopping experience for customers, provide recommendations based on search history, and dynamic pricing(Abdullah et al, 2021;Chan et al, 2021;Sek, 2019).…”

“…A personalised online shopping interface typically led to positive customer satisfaction and repurchase intention(Chan et al, 2021). Many e-commerce platforms use Big Data to personalise the shopping experience for customers, provide recommendations based on search history, and dynamic pricing(Abdullah et al, 2021;Chan et al, 2021;Sek, 2019). Additionally, social media data also collected as a reference to see the pattern of posting about buying and selling among users on social media platforms(Shayaa et al, 2018).…”

“…As the largest ecommerce platforms in Southeast Asia Shopee is a Big Data driven business which uses data to improve the user experience, to help shoppers find the right products, and to automate the business processes of internal teams to improve the efficiency of their work and reduce costs(Sek, 2019). Repurchase intention and overall customer satisfactions are driven by the information search, recommendation system, dynamic pricing and personalisation(Chan et al, 2021).…”