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The antecedents of repurchase intention in Indonesian e-commerce marketplace customers during the COVID-19 pandemic with age as a moderating variable: A study on e-commerce marketplace customers in Java

Author

Listed:
  • Ayu Savitri Dewi

    (anagement Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia)

  • Fatchur Rohman

    (Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia)

  • Raditha Dwi Vata Hapsari

    (Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia)

Abstract

This study aims to examine the factors that affect customers repurchase intention in the e-commerce marketplace during the COVID-19 pandemic on Java Island in Indonesia, using the extended Technology Acceptance Model (TAM) theory and UI/UX Concept. Perceived ease of use, shopping experience, e-trust, and age are variables that are predicted to affect e-commerce marketplace repurchase intention behavior during the COVID-19 pandemic. The data were collected through an online survey from e-commerce marketplace customers in Java who have had at least two experiences of purchasing goods or services through e-commerce in Java. In total, 250 valid responses were analyzed to test hypotheses using structural equation modeling and multi-group analysis. The results show that perceived ease of use, shopping experience, and e-trust are found to significantly affect the repurchase intention in e-commerce marketplace. The study also show that e-trust has a role in mediating the relationship between both perceived ease of use towards repurchase intention and shopping experience towards repurchase intention. However, the multi-group analysis did not find any significant differences between shopping experience and repurchase intention across age groups. Finally, this paper ended with some discussions, implications, limitations, and conclusions. Key Words:E-Commerce, Repurchase Intention, Perceived Ease of Use, Shopping Experience, E-Trust, Age Group

Suggested Citation

  • Ayu Savitri Dewi & Fatchur Rohman & Raditha Dwi Vata Hapsari, 2022. "The antecedents of repurchase intention in Indonesian e-commerce marketplace customers during the COVID-19 pandemic with age as a moderating variable: A study on e-commerce marketplace customers in Ja," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 33-45, July.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:5:p:33-45
    DOI: 10.20525/ijrbs.v11i5.1880
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
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