Cognitive, Sensorial, and Affective Dimensions of Customer Experience in B2C E-Commerce: A Study on Repurchase Intentions in Malaysia

Soong, Xiao Qian (2024) Cognitive, Sensorial, and Affective Dimensions of Customer Experience in B2C E-Commerce: A Study on Repurchase Intentions in Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

Information Technology (IT) and globalisation are revolutionising business operations. The rapid expansion and popularity of internet and network technologies have established electronic commerce (e-commerce) as a vital sector for modern enterprises. Malaysia has substantial potential for growth in B2C e-commerce due to increased smartphone usage, advancements in online payment systems, and a growing appreciation for the convenience of online shopping. This study aims to investigate how customer experiences, framed within a three-stage theoretical model, influence repurchase intentions on e-commerce platforms in Malaysia. By integrating the Cognitive-Affective-Conative (CAC) theory, Justice Theory, Technology Acceptance Model (TAM), and Sensory Marketing, this research specifically examines how cognitive and sensorial experiences shape customers' affective experiences in e-commerce. These affective experiences are critical determinants that ultimately influence repurchase intentions. A quantitative approach using questionnaires was adopted for this study, with statistical analysis performed using SPSS. Data were collected from 151 Malaysian active internet users aged 18 years and above. The findings reveal that distributive justice, procedural justice, and interactional justice all have a significant positive relationship with trust. Additionally, perceived usefulness, perceived ease of use, and aesthetics significantly influence satisfaction. While satisfaction is positively and significantly related to repurchase intention, trust shows a positive but non-significant relationship with repurchase intention. The implications of this study contribute to the existing literature by providing a more comprehensive understanding of the interplay between cognitive, sensorial, and affective factors in the digital consumer journey. The research enhances the understanding of customer behaviour in Malaysia's e-commerce sector and provides practical and theoretical contributions based on its findings.