Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type |
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| Institution: | 1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, UK;2. Jones Graduate School of Business, Rice University, 267 McNair Hall, Houston, TX 77005, United States;3. Jones Graduate School of Business, Rice University, 250 McNair Hall, Houston, TX 77005, United States;4. Baylor College of Medicine, 250 McNair Hall, Houston, TX 77005, United States;5. Department of Management and Marketing, University of Alabama, Tuscaloosa, AL 35487, United States |
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| 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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| Keywords: | Internet retailing Service quality Repurchase intention Product type |
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