Customer Repurchase Intention in Online Store

• Main Author: Lee, Jenny Xin Yee
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2015
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/25585/1/Jenny%20ft.pdf; http://ir.unimas.my/id/eprint/25585/
• Institution: Universiti Malaysia Sarawak

The objective of this research is to investigate the factors that affect customers’ repurchase intention in the particular online store. Competition among online store is highly intensifying when there is rapidly growing e-business over Internet. Customers can easily switch to other online stores for future online purchases when they are not satisfied with the previous unpleasant online buying experience. Customer satisfaction will hence influence their repurchase decisions and thus imposed a great effect on sales revenues and sustainability of a particular online store. Understanding customers’ repurchase intention in online shopping using Expectation Confirmation Theory, this study was designed to examine the relationship between comparison of expectation and perceived performance towards disconfirmation. There are four key factors in which customers consider to make a comparison between their initial expectations and perceived performance. It refers to trust, perceived value on product, online shopping experience and order fulfillment. Besides that, relationship between expectation and satisfaction, disconfirmation and satisfaction, satisfaction and repurchase intention will also be examined. Specifically, the questionnaires were distributed to 500 respondents in Kuching, Sarawak.