THE MEDIATING ROLE OF PERCEIVED VALUE BETWEEN PRODUCT DESCRIPTION AND REPURCHASE INTENTION

Edy Yulianto

7 citations0/0 files storedJournal of Southwest Jiaotong University

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Technology Adoption and User Behaviour

Abstract

This study investigates and explains the perspective of customer behavior based on the effect of the product description causality on repurchase intention mediated by perceived value for customers who shop online through e-commerce platforms. The quantitative approach used in this research is through “the distribution of designed questionnaires to 228 respondents with the criteria of respondents having made purchases on the e-commerce platform. We also analyzed the data using a partial least square which tests the hypothesis and produces an inner model Based on the results it shows that the product description has a positive and significant effect on cognitive and affective online customer experience and perceived value. Additionally, the two dimensions of online customer experience also show positive and significant results on perceived value. The mediating role of perceived value on customer satisfaction and repurchase intention also shows the same. This is a novelty of this research, which is an important part of providing customer satisfaction so that they are interested in repurchasing. The implications of the results of this study can be seen that perceived value plays an important role in controlling customer behavior. This study suggests that online shoppers to pay attention to product descriptions on e-commerce platforms and provide adequate service values to maintain customer satisfaction and loyalty. This study integrates several variables related to customer behavior, namely, product description as an initial influence in deciding to buy a product and perceived value that plays a central role in customer satisfaction and repurchase intention. Therefore, future research can add other variables to be developed to increase satisfaction and repurchase.

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References

2016Understanding Customer Experience Throughout the Customer Journey 2013Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2000Measuring the Customer Experience in Online Environments: A Structural Modeling Approach 2003E‐satisfaction and e‐loyalty: A contingency framework 2019Rethinking some of the rethinking of partial least squares 2004What drives consumers to shop online? A literature review 2019The impact of e-service quality and customer satisfaction on customer behavior in online shopping

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