“I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective

In an increasingly competitive market, retaining customers is essential for both e-retailers and online shopping platforms. This study focuses on relationship quality as it pertains to repurchase intentions in Ghana. The mediating role of price level is addressed. The results show that customer trust, customer commitment, and customer satisfaction affect price level. Customer trust and satisfaction affect repurchase intention, but customer commitment does not affect repurchase intention. Also, price level mediates the relationship between relationship quality and repurchase intention. Implications of these findings are discussed.     

新零售企业多渠道整合服务质量对重购意愿的影响--顾客涉入度的调节作用

采取线上线下多渠道整合的零售模式已成为新零售企业主流模式,顾客重购意愿是新零售企业重要竞争力之一,也是衡量多渠道整合服务实施效果的重要标准。通过构建以顾客体验为中介的多渠道整合服务质量对重购意愿影响概念模型,引入顾客涉入度作为调节变量,经过调查分析384名在同一新零售企业线上线下渠道有购物经历的消费者,研究结论如下:多渠道整合服务质量对重购意愿有显著积极影响;多渠道整合服务质量对顾客体验有显著积极影响;顾客体验对顾客重购意愿有显著积极影响;顾客体验在多渠道整合服务质量与重购意愿之间起部分中介作用;顾客涉入度在多渠道整合服务质量与顾客体验关系中起正向调节作用。研究结论拓展了多渠道整合服务质量对重购意愿影响的内在机理,明确了顾客体验在其中的重要中介作用,探明了顾客涉入度在多渠道整合服务质量影响顾客体验过程中的重要调节作用。新零售企业既可以通过多渠道整合服务质量提升顾客重购意愿,也可以通过极致的顾客体验提升重购意愿,而且通过加强顾客涉入度管理可有效提升顾客体验与重购意愿。     

Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA

This research proposes a conceptual model based on the stimulus-organism-response (S–O-R) theoretical framework which links perceived website/app quality and image (stimuli) to satisfaction and trust (organism) which in turn influence customer repurchase intention (response). The data was collected from 680 consumers via Amazon MTurk. Following Covariance based Structural Equation Modeling (CB-SEM) analysis to validate the proposed model, fuzzy set/Qualitative Comparative Analysis (fsQCA) technique was also performed. According to the findings, perceived website/app quality has a direct impact on both satisfaction and trust in online food delivery services. Additionally, customer familiarity moderates the relationship between website/app quality and repurchase intention. Next, customer reviews moderate the association between repurchase intention and trust. Holistically, this study offers significant implications for academicians, managers and policymakers. Academically, this study contributes to online food delivery literature. Practically, the results provide guidelines to marketers, managers and policymakers interested in devising marketing strategies to promote customer's repurchase intention in online food delivery context.     

The impact of blockchain technology on the online purchase behavior of green agricultural products

The purpose of this study is to identify and investigate the types of trust and their impact mechanisms in the application of blockchain technology for green agricultural products. A mixed research approach was used in this study. First, qualitative in-depth interviews with consumers were conducted to identify the technological path (blockchain technology), and the information disclosure path (environmental information of green agricultural products) that affect consumer trust. Two types of consumer trust were also identified, namely, cognitive trust in blockchain technology (digital trust), and instantaneous trust in blockchain technology disclosure information (swift trust), both of which play a role in influencing consumers’ immediate purchase. Then, based on the interview results, a theoretical model for this study was developed by combining signal theory and trust transfer theory. Through a quantitative survey, 474 valid data were collected to empirically examine the role of consumer blockchain technology experience and environmental information transparency perceived on digital trust and swift trust, and the role of both types of trust on impulse buying. The results show that consumer blockchain technology experience can significantly and positively affect the environmental information transparency perceived. And both have a positive effect on digital trust and swift trust. Also both trusts have a significant effect on impulse buying. Further mediating effects confirm the environmental information transparency perceived as an important intrinsic mechanism by which the blockchain technology experience influences consumer trust. The results of this study add an empirical basis for the role of blockchain technology. It also provides a reference for technology adoption by related companies.     

Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer

This study empirically examines the influence of after delivery services on customer perception of satisfaction, trust, and repurchase intention. Data from 262 survey respondents, analyzed through structural equation modeling, indicate three critical after service factors related to customer satisfaction: product exchange, returns, and refunds. Analyses also indicate significant mediating effects of customer satisfaction and trust with after delivery services upon repurchase intention. Results reveal that customer satisfaction with services also mediate the relationship between after delivery services and consumers’ trust in the retailer. The findings suggest implications for management and future research directions.     

What drives consumers to customize products? The mediating role of brand experience

Brands are increasingly seeking ways to engage consumers in deep and meaningful brand experiences. As technological advances have developed, brands have an increasing arsenal to draw on in creating brand experience. One increasingly common tactic is product customization, whereby consumers are provided the ability to create their own products from a set of options. With this study, we seek to understand the mediating role of brand experience in consumer decisions to customize products. Specifically, we investigate the interplay of non-brand drivers (those intrinsic to the consumer) and brand drivers (those extrinsic to the consumer) in the context of customization. In doing so, we develop an understanding of consumers' intention to use a customization toolkit and their subsequent intention to purchase customized products. We find brand experience drives intention to use a customization toolkit, mediating the relationship between individual factors and usage intentions. A customer's prior experience and their intention to use a customization toolkit are also direct drivers of customized product purchase intention.     

基于信任的移动社交电子商务购买意愿影响因素

近年来,越来越多的个体、商家加入移动社交网络平台开展电子商务活动,对网络零售产生了重要影响。但由于缺乏监管和行业规范的引导,消费者感知风险存在,影响消费者交易行为,且理论研究较少,也不能为此类电子商务模式的发展提供理论指导。信任是电子商务活动的基础,信任对消费者购买意愿产生直接影响,平台可用性、消费者内在特征和行为以及商家会直接或间接影响非移动社交电子商务模式消费者的购买意愿。而在移动社交电子商务中,由于其模式的独特性,以往影响消费者信任的因素已难以有效反映移动社交电子商务消费者的购买意愿。此外,商家通过社群与若干消费者建立不同程度的连接,需要研究连接中强弱关系对消费者购买意愿的影响程度。因此,基于移动社交电子商务的特点假设影响消费者信任和购买意愿的因素,即除系统质量、信息质量、产品质量、服务质量四个影响非移动社交电子商务消费者信任的因素外,还包括社群关系和网购认知这两个影响移动社交电子商务消费者信任的新因素,接下来假设上述因素对消费者感知信任和感知风险两个中介变量存在影响,并进一步影响消费者购买意愿,继而再通过构建结构方程模型进行实证分析。实证结果显示,系统质量、信息质量、产品质量、服务质量均不同程度正向影响消费者感知信任,负向影响感知风险,而社群强弱关系对购买意愿的影响与弱关系理论结论相反,网购认知对增强消费者感知信任作用明显,消除消费者感知风险是增强消费者信任的重要途径。     

Beyond the technology adoption: Technology readiness effects on post-adoption behavior

Technology readiness (TR) refers to people's propensity to embrace and use new technologies. Nowadays, the proliferation of technology-based products and services brings consumers not only benefits but also frustration over ineffective use of products and services. A key factor, therefore, in the diffusion and success of these products and services is how well-prepared consumers are for new technologies. Although some studies examine the relationships between TR and technology adoption, the long-term survival and substantial success of firms rely on the continued use of such technology rather than first use. This study focuses on post-adoption behavior and investigates how TR affects the continued use intention of new technology. Specifically, the study classifies usage behavior into the usage rate of basic functions, the usage rate of innovative functions, and the variety of use of innovative functions. The article then, examines how each dimension (optimism, innovativeness, discomfort and insecurity) of TR influences consumer usage patterns, and how usage patterns affect repurchase intention through consumer satisfaction. The empirical results from IPTV users in Korea show that each dimension of TR has a significantly different influence on usage patterns. The findings show that usage patterns, particularly the use of innovative functions, have a significantly positive impact on consumer satisfaction and repurchase intention. Finally, the article suggests several managerial implications and directions for further studies.     

Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role of shopping satisfaction,payment options,gender and returning experience

This paper empirically examines the mediating role of shopping satisfaction between electronic logistics service quality (e-LSQ) and repurchase intention. Further, this paper investigates the moderating role of gender, payment options, and returns or replacement experience on the link between e-LSQ and shopping satisfaction (and repurchase intention). Empirical data comprising 640 Indian online shoppers are analyzed with covariance-based structural equation modeling. The findings indicated that the condition of the shipment is the most crucial e-LSQ dimension and its linkage with shopping satisfaction varies across payment options, gender, and returning experience. The poor condition of the shipment might have triggered the returns in e-tailing in the Indian context. The findings will help e-tail managers design a robust logistics network to retain and win despondent customers.     

Why do consumers prefer a hometown geographical indication brand? Exploring the role of consumer identification with the brand and psychological ownership

This research investigates the consumer purchase intention of products with geographic indications (GIs) based on a sample of 351 valid responses in three representative regions that are well known for their GIs of navel orange brands. Drawing on theories of consumer-brand relationship, social identity or consumer identification with the brand, and psychological ownership, our empirical results support our research hypotheses. Specifically, it is found that consumers tend to have a higher purchase intention for hometown GI brands than for non-hometown GI brands. Meanwhile, the impact of brand origin, that is, hometown versus non-hometown GI brand, on consumer purchase intention of GI products is found to be mediated by consumer identification with the GI brands. In addition, psychological ownership moderates the impact of hometown GI brands on purchase intention in that high psychological ownership enhances the impact of brand origin on purchase intention, whereas low psychological ownership negates this effect. Theoretical contributions and managerial implications are provided.     

Corporate social responsibility: a boon or bane for innovative firms?

In today’s dynamic business landscape, Corporate Social Responsibility (CSR) is considered as an important strategic initiative for attaining sustainable competitive advantage. The present study aims to examine (i) the influence of consumer’s perceived firm innovativeness (CPFI) and consumer trust on perceived CSR activities of the firm and (ii) the mediating role of perceived CSR in the relationship between (iia) consumer’s perceived firm innovativeness and purchase intention (iib) consumer trust and purchase intention. Four hypotheses were tested with the primary data (n = 287) collected through a structured questionnaire. The regression analysis revealed that CPFI and consumer trust have direct positive impacts on the perceived CSR. Further, perceived CSR mediates the relationship between CPFI and purchase intention. However, perceived CSR does not play a mediating role between Consumer Trust and Purchase Intention. Overall, the findings of this study indicate that engagement in the CSR activities tend to reduce the perceived risk associated with innovation and consequently, influence the purchase intention among consumers. Theoretical and managerial implications are further discussed.     

满意情景下的消费者后悔对口传的影响研究

后悔是消费者在消费体验之后将购买品牌同放弃的品牌进行比较所得到的负面情感反应,它对于消费者的再购意愿有着重要的影响。本文在验证了消费者可以同时体验满意和后悔这一结论的基础上,进一步研究并证实了后悔不仅会增加对购买品牌的负面口传,而且会增加对放弃品牌的正面口传。在此过程中,消费者同购买品牌的关系质量起到了显著的调节作用。     

Institutional trust and repurchase intention in the sharing economy: The moderating roles of information privacy concerns and security concerns

The sharing economy has accumulated a great number of experienced users, which makes repurchase behaviors a major concern. This research concentrates on two types of institutional trust, namely, trust in the platform and trust in the community of providers, and their various effects in shaping repurchase intention under different conditions specified by the innate human perception of risks. Drawing upon the privacy calculus model, we identify two types of risk-related perceptions, i.e., information privacy concerns and security concerns, as the primary situational factors for trust to take effect. We then propose a model to illustrate how these two types of trust operate under the boundary conditions specified by information privacy concerns and security concerns. Our findings based on experienced users of sharing accommodation platforms in China suggest that both types of institutional trust can promote repurchase intention, and their effects are moderated by both information privacy concerns and security concerns to varying extents. In doing so, our study contributes to the existing studies by confirming the essential role of institutional trust in driving repurchase behaviors and by adding a new understanding of institutional trust in platform-based businesses such as the sharing economy.     

The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter?

This study investigates the relationships among channel integration and consumers' online and offline patronage intentions. The theoretical framework proposes perceived empowerment, perceived assortment, and perceived benefits as mediating variables in the channel integration–patronage intention relationship, with consumer showrooming and webrooming behaviors as moderating variables. Data was collected by means of two studies; that is, for search and for experience products, respectively. The proposed conceptual model was tested by employing variance-based structural equation modeling. The results of both studies confirm that channel integration significantly affects consumers’ channel preferences. The mediating roles of empowerment, assortment, and benefits were confirmed for all of the relationships except for the mediating effect of empowerment on the relationship between channel integration and offline patronage intention. Further, showrooming and webrooming moderated the positive impact of channel integration on online/offline patronage intentions. The study contributes to the multi-channel retailing literature by providing useful implications for academicians and practitioners.     

Effect of the use of social media in trust,loyalty and purchase intention in physical stores

This research evaluates the effect of the use of social media on consumer trust, loyalty and purchase intention in physical stores. We used six constructs in a structural model: a consumer’s use of social media, company-generated communication in social media, user-generated communication on social media, trust, loyalty and purchase intention. We considered 406 valid respondents in the analysis. The results suggest that the use of social media, company and user-generated communication positively affects trust of the physical store. Trust, in turn, has a direct positive effect on consumer loyalty to the store, and both trust and loyalty have positive impacts on a consumer’s purchase intention. We note the impact of the use of social media on purchase intention in physical stores, through the building of trust and loyalty with the store, as a fundamental element in the definition and implementation of a successful marketing strategy by high street retailers.     

Understanding consumer repurchase intention on O2O platforms: an integrated model of network externalities and trust transfer theory

The purpose of this study is to propose a theoretical model to explain consumer repurchase intentions in O2O commerce context by integrating network externalities theory and trust transfer theory. The model was tested using the data collected from 376 customers of an O2O platform in China. The results showed that different types of trust, direct and peer network externalities, all have impacts on consumer repurchase intentions. Trust transfer processes occur in O2O commerce. Furthermore, three components of network externalities all impact on trust in O2O platform. The implications of this study from both research and practice perspectives are discussed.     

Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention

The impact of organic food corporate image on customers' surpassing purchasing behavior is absent in prior literature. Based on the S–O-R framework, the current study focuses on organic food member customers to explore the influence of corporate ability (CA) image and corporate social responsibility (CSR) image of organic food company on the consumption behavior and co-developing behavior of customers. The consumer samples came from 269 member customers of an organic food enterprise in southwest China. The results show that organic food company CA and CSR image positively affect consumer trust and co-developing behavior. CSR image enhances consumer trust and co-developing behavior than CA image does. Additionally, consumer trust and purchase intention play a multi-step mediating role in the relationship between corporate image (CA and CSR) and consumers' co-developing behavior. In conclusion, our findings provide new insights for understanding the relationship between the corporate image of organic food and the co-developing behavior of customers. The research results provide support for organic food companies that can effectively promote consumer trust, continuous purchase, and active engagement in the co-development of products and services by creating an image of ability and social responsibility.     

Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. The author theorizes and finds that analytical thinkers are more likely than holistic thinkers to attribute the cause of the negative consumption experience to the manufacturer, resulting in lower repurchase intention of the manufacturer brand. In contrast, holistic thinkers are more likely than analytical thinkers to attribute the cause of the negative consumption experience to the retailer, resulting in lower repurchase intention at the retailer. These findings are important to marketing managers at both ends of the marketing supply chain—manufacturers and retailers—who deal with consumers with diverse cultural backgrounds.     

The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable

This study investigates the mediator effect of network structural embeddedness between customer experience and consumer purchase intention in the context of cross-border e-commerce. 321 copies of online questionnaires unfold cross-border online shopping experience. The structural equation model is built to analyze the mediator effect of network structural embeddedness. Network density, Network centrality separately plays a mediating role between website ease of use, website relationship service and consumer purchase intention. In contrast, both of them play a mediating role between customer cost and consumer purchase intention. The research suggests developing the relationship between consumers and e-commerce websites for cross-border e-commerce platforms from a network standpoint, but not only marketing.     

消费者重购意向形成影响因素与作用机制研究

维系老顾客,满足顾客的期望,不断增加顾客的重购行为对企业提高市场竞争力具有非常重要的意义。顾客满意、顾客的品牌偏好、顾客的多样化追求倾向、替代品的吸引力和顾客感知的转换壁垒是影响顾客重购的主要因素。同时,在此基础上模仿了电子技术中的并联回路,建立了影响因素的作用机制模型。