Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents |
Abstract:
Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on onlinestores, this study investigates themoderating role of habit on the relationship between trust and repeat purchaseintention. Prior research on online behavior continuance models perceives usefulness, trust, satisfaction, andperceived value as the major determinants of continued usage or loyalty, overlooking the important role ofhabit. We define habit in the context of online shopping as the extent to which buyers tend to shop online automaticallywithout thinking. Building on recent research on the continued usage of IS and repeat purchasing, wedevelop a model suggesting that habit acts as a moderator between trust and repeat purchase intention, whilefamiliarity, value and satisfaction are the three antecedents of habit. Data collected from 454 customers of theYahoo!Kimo shopping mall provide strong support for the research model. The results indicate that a higherlevel of habit reduces the effect of trust on repeat purchase intention. The data also show that value, satisfaction,and familiarity are important to habit formation and thus relevant within the context of online repeat purchasing.The implications for theory and practice and suggestions for future research are also discussed. |
| Keywords: |
Habit Online shopping Repeat purchase intention Satisfaction Trust Value |
| Author(s): |
. |
| Source: |
Decision Support Systems 53 (2012) 835–845 |
| Subject: |
تجارت الکترونیک |
| Category: |
مقاله مجله |
| Release Date: |
2012 |
| No of Pages: |
11 |
| Price(Tomans): |
0 |
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