Examining the online repurchase behavioral intentions of online shoppers in Lazada: A study on how pre-purchase user perceptions of attributes, pre-purchase user attitudes, and perceived benefits affect repurchase intention

• Main Authors: Lisaba, Edward Brien Flandez, Macasaet, Allen Miguel Fructuoso, Jr., Reyes, Arissa Justine Molina, Villalon, John Mark Molabola
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Consumer behavior—Philippines; Consumers—Philippines—Attitudes; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/82; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1065/viewcontent/Examining_the_online_repurchase_behavioral_intentions_of_online_s_Redacted.pdf
• Institution: De La Salle University

Online retailers such as Lazada have staked their claim as business giants in modern times. This study aims to examine the online repurchase behavioral intention of Lazada users, and which factors are significant to determining these behaviors. To examine these factors, the study utilizes a quantitative research method which uses linear regression analysis to test the data gathered from 388 respondents. The findings of the study show that pre-purchase user attributes are determinants of repurchase intention in terms of perceived usefulness, while the variables of perceived ease of use, perceived risk, and perceived value are not influential predictors of repurchase intention, meaning that these variables do not affect the repurchase intention of Lazada shoppers. The variables of perceived benefit, and pre-purchase user attitudes can drive customers to repurchase from Lazada. These findings were mostly in line with answers from industry experts regarding their opinions on the influence of the stated variables on online repurchase intention. It is advisable for online retailers to implement features that enhance perceived usefulness, trust, privacy concern, satisfaction with process quality, and satisfaction with outcome quality. Features that address these factors include 2-factor authentication, checking product packaging, and regularly engaging with customers to improve trust and satisfaction with Lazada. This study contributes to knowledge of determining customer repurchase intention.