FACTORS AFFECTING CONSUMERS’ REPURCHASE INTENTION IN INTERNET SHOPPING

Abstract

Although the recent success of Internet shopping businesses has received much attention, very few integrated attempts to view these businesses from the consumers’ perspective have been made. Drawing on the current consumer behaviour literature, this study explored South Korean Internet shoppers’ repurchase intention by empirically examining the extent to which consumers’ estimations of system, information, and service quality influenced their satisfaction and trust, and thereby affected their repurchase intention. A survey based on previous e-commerce success research was used to measure the constructs of system, information, and service quality, as well as consumers’ satisfaction, trust, and repurchase intention. We distributed 2500 questionnaires and collected 412 marked ones, 368 of which comprised our final sample. Hypotheses were tested using a structural equation model. We found that system and service quality principally influenced consumer satisfaction, whereas information quality primarily affected consumer trust. Consumer satisfaction and trust affected repurchase intention, and consumer trust influenced consumer satisfaction. We also detected gender-based differences in these effects. By adopting a comprehensive and holistic approach, this research provides a useful basis for future studies of Internet shopping, as well as practical guidelines for practitioners to enhance the competitiveness of their Internet business models.