ISSN: 2222-6990
Open access
As of now, 10 million Malaysian are estimated as active purchasers who conduct transactions through online platform. Similar with physical retailing market, customer retention issue is very crucial to be emphasized by the online retailer to ensure their sustainability in intense and challenging digital economy market. Previous studies on online purchasing behavior mostly focusing on the initial stage of customer’s online purchase intention and customer’s online continuance or repurchase intention. Nonetheless, the study focusing on online repatronage intention (ORI) still received less attention by the researchers. Thus, this study attempts to develop a conceptual model by integrating the TAM and E-SERVQUAL model to investigate the determinants of ORI. In the proposed model, TAM play a role to determine the influence of online system usage experience towards ORI. Whilst, the adaptation of E-SERVQUAL model is to identify the influence of online system purchase experience towards ORI. Additionally, seven propositions are developed based on the proposed model and reviews of the literature. Finally, conclusions, managerial implications, and future direction of research are also provided.
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. Action Control: From Cognition to Behavior, © Springer, 11–39.
Ajzen, I. (1991). The Theory of Planned Behavior. Orgnizational Behavior and Human Decision Processes, 50, 179–211.
Al-Maghrabi, T., & Dennis, C. (2011). What Drives Consumers’Continuance Intention to E-Shopping? Conceptual Framework and Managerial Implications in the Case of Saudi Arabia. International Journal of Retail & Distribution Management, 39(12), 899–926.
Arya, S., & Srivastava, S. (2015). Effects of User’s Primary Need on Relationship Between E-Loyalty and its Antecedents. Decision, 42(4), 419–449.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–657.
Bhattacherjee, A. (2001). An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance. Decision Support Systems, 32(2), 201–214.
Celik, H. (2011). Influence of Social Norms, Perceived Playfulness and Online Shopping Anxiety on Customers’ Adoption of Online Retail Shopping: An Empirical Study in the Turkish Context. International Journal of Retail & Distribution Management, 39(6), 390–413.
Chen, L., Gillenson, M. L., & Sherrell, D. L. (2002). Enticing Online Consumers: An Extended Technology Acceptance Perspective. Information and Management, 39(8), 705–719.
Chen, Y.-H., Hsu, I.-C., & Lin, C.-C. (2010). Website Attributes That Increase Consumer Purchase Intention: A Conjoint Analysis. Journal of Business Research, 63(9–10), 1007–1014.
Chiu, C.-M., Chang, C.-C., Cheng, H.-L., & Fang, Y.-H. (2009). Determinants of Customer Repurchase Intention in Online Shopping. Online Information Review, Vol. 33, pp. 761–784.
Chiu, C.-M., Wang, E., Fang, Y., & Huang, H. (2012). Understanding Customers’ Repeat Purchase Intentions in B2C e-Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk. Information Systems and E-Business Management, 24, 85–114.
Chou, S.-W., & Hsu, C.-S. (2015). Understanding Online Repurchase Intention: Social Exchange Theory and Shopping Habit. Information Systems and E-Business Management.
Collier, J. E., & Bienstock, C. C. (2006). Measuring Service Quality in E-Retailing. Journal of Service Research?: JSR, 8(3), 260.
Davis, F. D. (1989). Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology?: A Comparison of Two Theoretical Models. Management Science, 35(8), 982–1003.
Fang, Y.-H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding Customers’ Satisfaction and Repurchase Intentions. Internet Research, 21(4), 479–503.
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, Satisfaction and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanism. MIS Quarterly, 38(2), 407–427.
Ha, S., & Stoel, L. (2009). Consumer e-Shopping Acceptance: Antecedents in a Technology Acceptance Model. Journal of Business Research, 62(5), 565–571.
Jones, M. A., & Reynolds, K. E. (2006). The Role of Retailer Interest on Shopping Behavior. Journal of Retailing, 82(2), 115–126.
Kandulapati, S., & Bellamkonda, R. S. (2014). E-Service Quality: A Study of Online Shoppers in India. American Journal of Business, 29(2), 178–188.
Kassim, N. M., & Abdullah, N. A. (2008). Customer Loyalty in E-commerce Settings: An Empirical Study. European Journal of Marketing, 18(3), 275–290.
Khalifa, M., & Liu, V. (2007). Online Consumer Retention: Contingent Effects of Online Shopping Habit and Online Shopping Experience. European Journal of Information Systems, 16(August 2005), 780–792.
King, W. R., & He, J. (2006). A Meta-Analysis of the Technology Acceptance Model. Information and Management, 43(6), 740–755.
Koppius, O., Speelman, W., Stulp, O., Verhoef, B
In-Text Citation: (Som, 2020)
To Cite this Article: Som, A. T. B. M. (2020). Determinants of Online Repatronage Intention: A Conceptual Model. International Journal of Academic Research in Business and Social Sciences, 10(3), 521–532.
Copyright: © 2020 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode