Assessing the effects among antecedents of customer repurchase intention and the moderating effect of expectancy disconfirmation in online shopping environments

Abstract

The development of digital technology has changed the purchasing behavior of consumers and created an online shopping environment that consumers can be purchased anywhere and anytime To succeed in the rapidly growing and highly competitive e-commerce environment it is important to understand the relationship between the cognition and continued usage behavior of online shopping customers to enhance customer conversion and retention This study adopted longitudinal perspective and based on cognition model as well as expectancy disconfirmation theory to explore the relationships among antecedents of online repurchase intention and to examine how expectancy disconfirmation influences the relationship between customer pre-purchase expectations and satisfaction when considering the effect of time This work aims at (1) identifying the relationships between the pre-purchase expectations and post-purchase attitudes of online consumers; (2) elucidating how previous purchase experience influences subsequent purchase intention; and (3) examining the moderating role of expectancy disconfirmation in an online shopping context The results provide useful implications for the management of customer expectations and future purchase behavior in customers with different levels of disconfirmation Our findings not only help to understand how online consumer cognition and behavior intention change but also assist e-commerce practitioners in developing better business model

Date of Award	2018 Dec 3
Original language	English
Supervisor	Chinho Lin (Supervisor)