Factors influencing repurchase intention in online shopping context: The mediating role of satisfaction

Abstract

This study investigates the factors influencing repurchase intention in online shopping context. Self-efficacy and trust were integrated with Unified Theory of Acceptance and Use of Technology (UTAUT) components, namely performance expectancy and effort expectancy in explaining online repurchase intention. It was hypothesized that performance expectancy, effort expectancy, self-efficacy, and trust influence satisfaction and online repurchase intention. Satisfaction was posited to mediate the relationships between the proposed antecedents and online repurchase intention. 211 useable responses were collected through purposive sampling method and the data was analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). All proposed hypotheses were supported except the effects of effort expectancy and performance expectancy on online repurchase intention. All mediating effects of satisfaction proposed were found to be significant. Based on the findings, implications and future research directions were discussed.