A study on the effect of consumers’ online shopping styles on satisfaction and repurchase intention

Abstract

Distribution companies such as online shopping malls have the same product as their competitors, have limited price policies, and have a competitive advantage over other companies. It is necessary to develop a service that customers prefer at an appropriate cost. The quality of service these companies provide and their service strategy should be accurately measured and checked if valid. This study identifies the effects of online shopping malls on consumer satisfaction and repurchase intention. In addition, it explores him moderating role of the shopping style of the consumers. A total of 149 valid responses out of 200 distributed survey questionnaires from March 15, 2021, to March 30, 2021, were used to test the hypotheses among online shopping users. As for the research analysis, frequency analysis was performed for demographic characteristics, and reliability analysis, correlation analysis, and factor analysis were performed for the validity of the items. In addition, path analysis was performed to verify the hypothesis. The results are as follows. First, the online shopping mall characteristics including product diversity and price significantly affect shopping satisfaction, while the product information does not. Second, shopping satisfaction affects repurchase objectives. Finally, the study identifies the moderating role of the shopping approach in the relationship between online shopping mall attributes and satisfaction.