The antecedents of repurchase intention in Indonesian e-commerce marketplace customers during the COVID-19 pandemic with age as a moderating variable: A study on e-commerce marketplace customers in Java

Ayu Savitri Dewi, Fatchur Rohman and Raditha Dwi Vata Hapsari
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Ayu Savitri Dewi: anagement Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia
Fatchur Rohman: Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia
Raditha Dwi Vata Hapsari: Management Department, Faculty of Economics and Business, University of Brawijaya, Jl. MT. Haryono No.165, Malang, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 5, 33-45

Abstract: This study aims to examine the factors that affect customers repurchase intention in the e-commerce marketplace during the COVID-19 pandemic on Java Island in Indonesia, using the extended Technology Acceptance Model (TAM) theory and UI/UX Concept. Perceived ease of use, shopping experience, e-trust, and age are variables that are predicted to affect e-commerce marketplace repurchase intention behavior during the COVID-19 pandemic. The data were collected through an online survey from e-commerce marketplace customers in Java who have had at least two experiences of purchasing goods or services through e-commerce in Java. In total, 250 valid responses were analyzed to test hypotheses using structural equation modeling and multi-group analysis. The results show that perceived ease of use, shopping experience, and e-trust are found to significantly affect the repurchase intention in e-commerce marketplace. The study also show that e-trust has a role in mediating the relationship between both perceived ease of use towards repurchase intention and shopping experience towards repurchase intention. However, the multi-group analysis did not find any significant differences between shopping experience and repurchase intention across age groups. Finally, this paper ended with some discussions, implications, limitations, and conclusions. Key Words:E-Commerce, Repurchase Intention, Perceived Ease of Use, Shopping Experience, E-Trust, Age Group

Date: 2022
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