Determinants of customer repurchase intention in online shopping

Purpose – The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping.Design/methodology/approach – Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS‐Graph version 3.0) is used to analyse the measurement and structural models.Findings – The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of customers' repurchase intentions.Research limitations/implications – The data are collected from a single online shopping store – the generalisation of the model and findings to other online stores requires additional research. Our findings imply that the five dimensions of e‐servi...

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