The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment

Abstract

PurposeThis research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase intention. It also examines the moderating role of prior online experience.Design/methodology/approachBased on the adapted questionnaire, pre-recruited enumerators collected the data from five leading business universities of Karachi. They distributed 425 questionnaires and received 415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM) technique for data analysis.FindingsWe have tested 20 hypotheses, of which our results do not support five, including two direct, two mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality mediates customers' service quality and repurchase intention. Our results do not support one moderating relationship. Prior online experience moderates e-perceived value and repurchase intention.Research limitations/implicationsThis research provides valuable information to the online retailers of B2C e-commerce, which can help them make strategies based on their consumers' behavior and encourage them to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in cross-cultural studies in different product categories.Originality/valueWe have examined the moderating effect of prior online experience between (e-satisfaction, e-trust and perceived value) on the repurchase intention.

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“…A study conducted by Jhamb et al (2020) about the relationship between experience and attitude of consumers in the purchase of luxury brands products found that experience plays a significant role in building the attitude of consumers towards the products. Miao et al (2021) found that consumers' prior experience in performing a transaction in an e-commerce setting serve as a mediator that influence consumers' satisfaction and repurchase intention. Dai et al (2020) in their study related to consumers' intention to use autonomous vehicles, confirmed that a satisfying experience contributed to a higher degree of attitude.…”

“…The attitude of consumers is related to their satisfaction toward certain products or services. In the business-to-consumer ecommerce (B2C) segment, it is found that consumers' satisfaction influences the consumers repurchase intention (Miao et al, 2021).…”

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“…Their reliance on political leaders is also crucial for their participation in political matters (Vigoda-Gadot, 2007). Researchers have reported a significant relationship between satisfaction and trust in organizational contexts (Miao et al, 2021;Wilson et al, 2021). For instance, Wilson et al (2021) asserted that when people are more satisfied with the administrative services, they trust organizations more.…”

Faktor-Faktor Yang Memengaruhi Nilai Pelanggan Dan Pengaruhnya Terhadap Loyalitas Pelanggan Dalam Berbelanja Produk Elektronik Secara Online

“…Dalam berbelanja online, pelanggan dapat dengan mudah menemukan alternatif lain (Hsin Chang & Wang, 2011). E-satisfaction, e-trust, dan Perceived Value yang dirasakan oleh pelanggan memiliki peran penting dalam menciptakan repurchase intentions atau eloyalty (Miao et al, 2021). Perceived Value menurunkan keinginan pelanggan untuk beralih ke penyedia lain sehingga berpengaruh pada loyalitas (Anderson & Srinivasan, 2003).…”