Analyzing key determinants of online repurchase intentions

In: Asia Pacific journal of marketing and logistics, Band 23, Heft 2, S. 200-221

Abstract

PurposeThe rapid changing internet environment has created a competitive business landscape, which provides opportunities and challenges for a variety of businesses. One of these opportunities includes conducting businesses online. Online transaction systems enable users to buy and make payment for products and services using the internet platform. The purpose of this paper is to examine the factors that may affect consumers' intentions to repurchase products and services online.Design/methodology/approachThe research framework is grounded in extended technology acceptance model (TAM). The authors used survey questionnaire to collect 102 valid responses from participants in Malaysia who must have made, at least, one previous online purchase. The snowball approach was used to select the participants, to ensure that participants had previously purchased online.FindingsData collected were analysed using regression model to determine the significance of the relationship between the dependent and independent variables. The emerging results provide significant evidence in support of the eight hypotheses proposed.Research limitations/implicationsOne of the limitations of this research is the relatively small sample size. Future research may use larger responses, as well as applying other relevant information system (IS) models/theories. Nonetheless, the paper provides a synthesis of extant literature relevant to the subject area, which is critical in addressing theoretical development in online‐related purchase research. In addition, the empirical results corroborate some of the existing literature, as well as contribute to the advancement of the frontier of knowledge in the field.Practical implicationsThis paper provides useful information for managing online businesses, especially in developing key responses to consumers' needs and in building critical capabilities to enhance competitive position in the online marketplace.Originality/valueThis is one of the few studies on online repurchase intentions in Malaysia that uses data from Malaysian consumers as well as an extended IS model. The extension of the well‐established TAM model by integrating additional variables provides researchers with a fuller model, and more theoretical options in developing frameworks, which are relevant to the specific context of the study – Malaysia.