Assessing Online Repurchase Intention in a Developing Country

Abstract

This research investigates the factors that influence online repurchase intention in a developing country, focusing on Ghana. The study also investigates the unexplored effect of perceived value on user satisfaction and online repurchase intention. The survey method of data collection was employed. The author used the purposive technique of data collection to collect data from 504 online shoppers in two regions of Ghana. The data were analyzed using the partial least square – structural equation modeling. The findings of this study indicate that information quality, system quality, and service quality are vital drivers of consumer perceived value of products/services and consumer satisfaction. The results also confirm that perceived value significantly drives consumer satisfaction. Furthermore, the research findings suggest that consumer satisfaction and perceived value significantly influences online repurchase intention. This study extends the research on online repurchase intention, particularly within the context of a developing country.

What motivates customers to repurchase online under social distancing?

“…Previous studies have demonstrated that CPV positively impacts an individual's intention to repurchase networking services (Kuo et al, 2009 ), participate in repeat online group buying (Hsu et al, 2015 ), or revisit online stores (Fang et al, 2016 ). Furthermore, customer perceived value is a significant factor influencing online shopping repurchase intention (Yang and Lee, 2010 ; Pobee, 2021 ), and it plays a crucial role in enhancing online shopping continuance during the COVID-19 pandemic (Prasetyo et al, 2021 ). As a result, customers are more likely to engage in repeat online purchases once they perceive greater value from their previous online shopping experiences.…”