Role of Shopping Values and Web Atmospherics in E-Satisfaction and Repurchase Intention

Tata Sai Vijay · Sanjeev Prashar · Chandan Parsad

21 citations0/0 files storedJournal of Internet Commerce

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Technology Adoption and User Behaviour

Abstract

Expected to touch US$55 billion in 2016, the e-commerce market in India presents an unprecedented growth opportunity for retailers. Existing studies have identified factors influencing shoppers’ online behaviour pertaining to the developed economies. Hence, it becomes pertinent to validate these antecedents for the economies like India. The article addresses this gap by examining the role of shopping values and web atmospherics, on e-satisfaction of Indian shoppers. Using multiple regression analysis, it also examines the influence of e-satisfaction on repurchase intention. The findings suggest that effectiveness of information content has the most significant impact on e-satisfaction. Web entertainment, utilitarian values and web informativeness are the other influencing factors. Contrary to the earlier studies, this study didn’t find any influence of hedonic shopping values on shoppers’ satisfaction. Also, e-satisfaction was found to have a positive influence on repurchase intention of e-shoppers. The article suggests select strategies that can be adopted by e-retailers.

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References

1986Self-Reports in Organizational Research: Problems and Prospects 2001Understanding Information Systems Continuance: An Expectation-Confirmation Model1 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2001Hedonic and utilitarian motivations for online retail shopping behavior 2005A Theoretical Integration of User Satisfaction and Technology Acceptance 1991Measuring the hedonic and utilitarian sources of consumer attitudes

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2019Clustering E-Shoppers on the Basis of Shopping Values and Web Characteristics 2021UTILITARIAN SHOPPING VALUE AND HEDONIC SHOPPING VALUE TO IMPROVE CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON E-COMMERCE BUSINESS 2017Online Shoppers' Satisfaction

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