A MULTIGROUP ANALYSIS OF ONLINE CUSTOMERS’ REPURCHASE INTENTION

Abstract

This paper develops a model of online customers' repurchase intention using data from customers who have purchased search or experienced goods online. This study investigates the effect of the diagnosticity of product descriptions on repurchase intention via product uncertainty and retailer visibility. A key contribution of this research is to analyze whether there are similarities or differences between search goods and experience goods on online customers’ repurchase intention. This study is based on the economics of information and product-related factors to explain repurchase intention. It uses survey research – 200 consumers who have online shopping experience for search or experience goods in the past six months participated in this study. The results of this study report the relationship among diagnosticity of the product description, product uncertainty, retailer visibility, and repurchase intention of online customers for all goods, search goods, and experience goods. The diagnosticity of product description negatively influences repurchase intention via product uncertainty. The diagnosticity of product description also positively influences repurchase intention via retailer visibility. However, there are no differences in the relationship among diagnosticity of the product description, product uncertainty, retailer visibility, and repurchase intention of online customers for search goods and experience goods.