On online repurchase intentions: Antecedents and the moderating role of switching cost

Abstract

This study investigates the repeat purchase intention of experienced online buyers. In the research model, psychological contract violation is proposed as a formative second-order construct driven by distributive justice, procedural justice, interpersonal justice, and informational justice. Psychological contract violation is hypothesized to negatively affect satisfaction and trust in the online store, which in turn are hypothesized to positively affect repeat purchase intentions. Switching cost is hypothesized to negatively moderate the effects of satisfaction and trust on repeat purchase intention. Data collected from 162 of PChome's customers provide partial support for the research model. Results indicate that psychological contract violation is negatively associated with satisfaction and trust. Satisfaction is positively associated with buyers' repeat purchase intentions. A higher level of switching cost diminished satisfaction's effect on repeat purchase intention. Implications for theory and practice are discussed, and suggestions for future research are offered.

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