Theoretical model of purchase and repurchase in internet shopping

Abstract

Studies on factors affecting the intention to purchase and repurchase in Internet shopping have been conducted for many years. However, these investigations were generally separated into two parts: the effect of factors on intention to purchase and the effects of factors on intention to repurchase. This study, therefore, aims to develop a purchase-repurchase model for Internet shopping which integrates three theoretical models- the technology acceptance model (TAM), expectation-confirmation theory (ECT), and the model of intention, adoption, and continuance (MIAC). The model consists of three processes: intention to purchase, actual purchase, and intention to repurchase. The model was used to investigate the factors affecting each process. The investigation was carried out via an online survey among online customers of a web-based portal website in Japan in 2006. The results of 1,215 Japanese online customers showed that the model is able to explain and predict their Internet shopping purchase-repurchase behaviors substantially well. Moreover, each process was been tested to determine if it was affected by the characteristics (gender, marital status, age group, income level, education level, net-orientation, and innovativeness) of online customers. Only age group, net-orientation, and innovativeness affected all purchase-repurchase processes. The findings and managerial implications are also discussed.

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