The Impact of e-Shopping Satisfaction Factors in Repeat Purchase Intention on Internet

Ana Torres


Purpose: This study is an empirical investigation which proposes and tests a model aiming to identify the perceptual dimensions of consumer’s satisfaction with Internet shopping experience and examine its impact on global customer satisfaction (e-satisfaction) and repeated purchase intention on Internet.

Design/methodology/approach: The sample data was collected from Internet users and consumers obtained through an electronic survey.

Findings: The results of factorial analysis identify three dimensions representing satisfaction with Internet purchase experience (i.e. security, product offer and convenience). The regression models results demonstrate that “security”, “product offer” and “convenience” are, in this order, the drivers of consumer’s satisfaction with online purchase experience. The research findings demonstrate that “convenience” is significantly associated with both e-satisfaction and repeat purchase intention.

Originality/value: Despite the growing importance of e-commerce for business, the existence of empirical studies to investigate the influence of the factors that explain online repurchase intention is scarce. Moreover, the increasing competition on Internet, makes customer satisfaction and retention a strategic goal for business success and survival. Embracing consumer satisfaction construct from marketing and consumer research enhances the e-commerce research on repeat purchase intention. To fill this gap, this research presents a distinct contribution: to test empirically a model of e-satisfaction and repeat purchase intention, which could be used as an online diagnostic tool that allows online retailers to identify e-business areas which perform poorly and to concentrate resources on improving particular aspects of e-business, allowing for systematic benchmarking over time and across e-business. Finally, managerial recommendations and suggestions for further investigation are presented.

Keywords: e-shopping experience, e-consumer satisfaction, repeat purchase intention.

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