Predicting Repurchase Intention for Online Clothing Brands in Taiwan: Quality Disconfirmation Satisfaction and Corporate Social Responsibility

Abstract

Purpose – The present study aims to refine the updated DeLone and McLean (D&M) IS Success Model and determines the antecedents influencing satisfaction and repurchase intention of customer in light of the dramatic changes in information system (IS) practice especially the advent and explosive growth of e-commerce Extant research has mainly focused on the expectation disconfirmation effects of user motivations such as information quality (IQ) system quality (SYQ) and service quality (SEQ) on online purchase intention and seldom considered the effects of product quality (PQ) and corporate social responsibility (CSR) on online clothing shopping This research tries to fill the gap Design/methodology/approach -- This research developed an integrated model based on the concepts of expectation disconfirmation theory (EDT) and CSR in an effort to predict and explain repurchase intentions in an online shopping environment The online survey yielded 524 valid responses out of 588 overall responses Structural equation modeling (SEM) supported by AMOS16 0 software through path analysis was utilized to find causal links between the variables This study was innovative in that it attempted to integrate both online features (IQ and SYQ) and offline features (SEQ and PQ) features into the EDT model It also made an initial attempt to conceptualize and test a theoretical model of CSR that took repurchase intention into account Findings -- The findings indicate that disconfirmation of offline features are determinants of user satisfaction However disconfirmation of online features has low effect on user satisfaction In addition both user satisfaction and perceived CSR affects repurchase intention Originality/value -- The current research model revealed some interesting findings that were not discussed in previous research The disconfirmation of offline features was a stronger predictor of satisfaction than the disconfirmation of online features In addition we found that satisfaction is not the only factor that plays an important role influencing consumer repurchase intention; CSR has a major influence as well This finding contributes to a more robust picture of continued online shopping behavior Practical implications – The findings provided regarding IQ SYQ SEQ and PQ disconfirmation can help e-vendors examine whether their websites meet customer expectations Thorough examination of ongoing online and offline interactions should allow companies to improve customer satisfaction in the realm of e-commerce and entice customers to repurchase products This study suggests that relevant industry enterprises can enhance consumer perception of CSR and awareness so that consumers recognize the enterprise more readily which in turn triggers actual purchase behavior

Date of Award	2016 Apr 21
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)