What drives e-commerce repurchase intention? Mediating role of customer satisfaction

Abstract

Purpose — The main objective of this study is to evaluate the behavioral models of TAM (Technology Acceptance Model) and SDL (Service Dominant Logic). Its specific focus is to investigate how ease of use, servitization, and security impact repurchase intention in e-commerce. Additionally, this study aims to examine the mediating role of customer satisfaction.Method — This study utilized quantitative method which involved an online survey with 125 student participants. The sampling technique involved non-probability and purposive sampling. The validity and reliability of the outer model were assessed through SmartPLS analysis, while the smartPLS inner model was used to test hypotheses.Result — Our findings indicate that there is a direct impact of ease of use, servitization, and security on repurchase intentions in e-commerce. Additionally, we observed that perceived customer satisfaction serves as a mediator in the behavioral model of e-commerce repurchase intention.Contribution — This study provides empirical evidence on how ease of use, servitization, and security impact customer repurchase intentions in e-commerce, with customer satisfaction serving as the mediator and TAM and SDL behavioral models as the primary frameworks for analysis.

Influence Servitization And Electronic Word of Mouth (E-Wom) on Buying Intention With Consumer Trust as Mediation

“…This discussion can be used as a consideration for companies that want to implement a servitization strategy to improve their business performance. The results of this study agree with research conducted by (Pavita Indraswari et al, 2023) which states that servitization on consumer purchase intention on smartphone products in Indonesia.…”

“…Furthermore, servitisation can be seen as the development of organisational innovation capabilities by influencing the shift from product to product-service systems. The development of new knowledge or insights that have the potential to influence behavior through values and beliefs in an organization's culture, has been proven as one of the key success factors of product innovation (Pavita Indraswari et al, 2023). Confidence is the belief that servitization can be a factor in the success of a product so that more product and service innovations increase trust.…”