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Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type

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  • Cho, Yun Kyung

Abstract

Internet retailing literature shows that customers׳ experience with a retailer׳s website and order fulfillment separately influence repurchase intention. This study examines these two experiences׳ interactive effects on repurchase intention. Our research model includes a product type as a moderator, because the type of product can likewise affect a customer׳s experience with the retailer׳s website and order fulfillment. Results of multiple-group structural equation modeling (SEM) from customer reviews of 306 Internet retailers demonstrate that the interactive effects of a web site experience and order fulfillment are significant. In the interactive mechanism, order fulfillment experience is proven to serve as a proximal cause of repurchase intention. The moderating role of product type is significant as well. This finding suggests that practitioners should have unmatched measures for retailing different types of goods.

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  • Cho, Yun Kyung, 2015. "Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 213-222.
    • Handle: RePEc:eee:joreco:v:22:y:2015:i:c:p:213-222
    DOI: 10.1016/j.jretconser.2014.11.002
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    4. Vyt, Dany & Jara, Magali & Mevel, Olivier & Morvan, Thierry & Morvan, Nélida, 2022. "The impact of convenience in a click and collect retail setting: A consumer-based approach," International Journal of Production Economics, Elsevier, vol. 248(C).
    5. Nadeem, Waqar & Al-Imamy, Saifeddin, 2020. "Do ethics drive value co-creation on digital sharing economy platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Dany Vyt & Magali Jara & Olivier Mevel & Thierry Morvan & Nélida Morvan, 2022. "The impact of convenience in a click and collect retail setting: A consumer-based approach," Post-Print halshs-03624658, HAL.
    7. Zhi Yang & Quang Van Ngo & Yaguang Chen & Chung Xuan-Thi Nguyen & Hoa Thi Hoang, 2019. "Does Ethics Perception Foster Consumer Repurchase Intention? Role of Trust, Perceived Uncertainty, and Shopping Habit," SAGE Open, , vol. 9(2), pages 21582440198, May.
    8. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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