Online Repatronage Intention: An Online System Usage and Purchase Experience Perspective

Abstract

Nowadays, more than 10 million Malaysians who are active in online shopping. As with the physical retail business market, customer retention strategies are crucial issue that must be take into consideration by online retailers in an increasingly competitive and challenging digital economy. Previous studies on the behavior of online purchases have focused more on the early stages of adopting an online purchase method and the intention to continue to use the online medium for future purchases. However, studies focusing on the intent to make repurchases through the same online retailer or Online Repatronage Intention (ORI) have not received much attention from researchers. Therefore, this study focuses on ORI as the understanding on it can contribute to the development of customer retention strategies by the marketers. In addition to identifying the factors that influence ORI, this study also examines the impact of system usage experience and online purchase experience towards ORI. The Technology Acceptance Model (TAM) by Davis et al. (1989) and E-SERVQUAL Model by Parasuraman et al. (2005) were applied to develop the theoretical framework for this study. A total of 400 questionnaires were distributed through convenience sampling technique. However, only 332 valid questionnaires were accepted to be analyzed.