Effects of inertia and satisfaction in female online shoppers on repeat‐purchase intention

Abstract

PurposeWith the prevalence of the internet, whether various interactive relationship building between online channel and consumers may lead or not to profit has been paid much attention by researchers and practitioners. It is also to note that the ratio of female shoppers online has been increasing, and female shoppers now outnumber male shoppers online. Based on the perspective of switching path analysis technique (SPAT), the aim of this study is to explore the effects of consumer inertia and satisfaction on repeat‐purchase intention among female online shoppers, and also to examine whether positive word‐of‐mouth and alternative attraction moderate the above relationships.Design/methodology/approachData were collected from a self‐developed online survey system. The formal questionnaire consisted of three sections. The first section screened participants by gender and online shopping experience. The second section measured respondent perceptions of each construct in the research model. The last section aimed to understand respondent basic personal data.FindingsThe study results indicate that both consumer inertia and satisfaction positively influence repeat‐purchase intention, and that consumer inertia is more influential than satisfaction; moreover, positive word‐of‐mouth negatively moderates the relationship between consumer inertia and repeat‐purchase intention, but positively moderates that between satisfaction and repeat‐purchase intention; finally, alternative attraction does not moderate any of the above relationships significantly.Originality/valueTo the authors’ knowledge, the difference between the direct effect of inertia and satisfaction on purchasing behavior has not been investigated. Based on the study findings, suggestions are made for shopping website operators.

The role of individual factors on online shopping behavior

“…Online website shopping satisfaction refers to the extent to which user who has shopped feels that the website has performed as expected (Bailey, 2015). As suggested, our study linked user satisfaction and purchase intention, which is consistent with the previous studies (see Krishen et al, 2015;Lee and Lin, 2005;Kuo et al, 2013).…”

Antecedents and Outcomes of Customer Satisfaction: A Comprehensive Review

“…On the other hand, previous marketing studies affirm customer satisfaction creates positive purchase intention towards products or services (Walsh et al, 2008;Tuu & Olsen, 2012). According to Cronin et al (2000) and Kuo, Hu, and Yang (2013), there is a positive association between customer satisfaction and repeat-purchase intention. Further, Kuo et al (2013) also state that in the context of online shopping, word-of-mouth positively moderate the relationship between customer satisfaction and repeat-purchase intention.…”

The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam

“…Srinivasan and Anderson extended a more specific definition of customer loyalty in online shopping of e-loyalty: favorable attitudes of customer towards an electronic business, causing repetitive purchasing behavior [16]. In an increasingly competitive environment, the loyalty of consumers could be one of the main factors to strengthen the market competitiveness and to reinforce sustainable competitive advantage, because appealing to new customers is remarkably more costly than retaining existing customers [17].…”