The Online Shoppers’ Behavioral Intentions, E-Satisfaction, the Pathway to Repurchase Behavior: A Quantitative Analysis

Abstract

Online shopping is catching new heights, the repetition of consumer buying behavior is still a challenge for businesses. The current study investigates the antecedents of consumer repurchase intentions that bridge consumer repurchase behavior through e-satisfaction by extending the technology acceptance model. A questionnaire was developed with additional constructs of consumer behavior after an extensive review of the literature. A total of 607 usable responses were received from Pakistani university students (the regular online shoppers). Composite, discernment validity, loadings, and average variance extracted were employed to measure the scale's reliability and validity. Structural equation modeling is applied using SmartPLS to present structural and measurement models. The current study results revealed that all hypotheses were statistically supported except product and financial risk towards behavioral intentions. Notably, the extended version of the technology acceptance model, e-satisfaction, and behavioral intentions significantly contributing to consumer repurchase behavior. This study's results can help both the website developers and the organizations doing business online to contemplate the significant factors that urge consumers to purchase online time and again, thus leading to increased profits. Moreover, this research offers a robust foundation regarding the features a website should trigger consumers to buy. Consumers repurchase behavior through e-satisfaction and consumer behavioral intention. This study serves as a baseline in understanding how the exogenous variables in the information system, marketing, and social psychology impact the endogenous variable, repurchase behavior, within the online shopping context.

Marketplace analysis: The Effect of E-Service Quality, Product Brand Perception and Social Support on Repurchase through Consumer Satisfaction and Trust

“…Therefore, studies have tied behavioral intentions with people's choice to buy or people's will to give recommendations (i.e., sharing experiences through word-of-mouth communication) and their choices to revisit the same place [59]. Furthermore, Chen & Tsai [60] also mentioned behavioral intentions as an assessment carried out by the visitors for consuming a product in the future [61]. Behavioral intentions are demonstrated boding the possibility of revisiting the same store or the willingness of visitors to recommend the store to others.…”

“…In previous studies, it was suggested that the value perceived by customers and behavioral intention affect the repurchase pattern [94]. Thus, behavioral intention is an antecedent of actual loyalty [41] and significantly contributes to the repurchase pattern [61]. Loyalty shows that customers commit to repurchasing [95].…”