Factors Affecting Repurchase Intention in Online Shopping

Soh, Andrew Jun Meng (2023) Factors Affecting Repurchase Intention in Online Shopping. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The popularity of social media, technological advancements, and the ease of e-commerce are just a few of the reasons why there are more people using the internet globally. People can now access the internet more easily and affordably thanks to technological advancements. Facebook, Twitter, and Instagram are just a few examples of the social media sites that have greatly increased the popularity of the internet. Social media has grown in value for businesses and organisations as a crucial tool for connecting with customers. E-commerce growth has made it easier for people to shop online, contributing to growing number of online users. Online shopping has significantly increased over the past few years as a result of consumers using e-commerce to purchase goods and services more and more frequently. The pandemic and post-pandemic has a significant impact not only on the macroeconomy, but also on specific sectors and industries. Also, the pandemic and post-pandemic has caused changes in consumer behaviour and needs. Even in post-pandemic, e-commerce has transformed the way businesses sell their goods and services, giving customers more convenience and flexibility that leads to repurchase intention. By referring to the existing research in related to the purchase intention study, the scholars focused on factors of consumer purchase intentions solely rather than their repeating purchase of the product and services. There is lacking of research studying on the repeat purchase intention from a social capital perspective. Instead of focusing solely on the purchase intention, the study tries to investigate the IV factors that influence repurchase intention in online shopping. The investigate factors include social capital perspective, user satisfaction, interaction intensity and repurchase intention. In order to carry out the research objectives, a total of 387 samples were gathered through an online self-administered questionnaire survey. The data was then analysed using the Statistical Package for Social Sciences (SPSS) and the Partial Least Square - Structural Equation Modelling (PLS-SEM) programmes. All of the direct relationships between structural capital, cognitive capital, relational capital, user satisfaction, and repurchase intention are significantly supported by the statistical results that were produced. All of the mediation relationships are firmly supported for indirect relationships. Additionally, moderation relationships are also supported. With the findings from this study, it has been demonstrated that there was an impact on repurchase intention in online shopping, with theoretical and managerial repercussions. The research is concluded with some recommendations and limitations for future studies to further explore repurchase intention in online shopping.