Is Habit Influenced Construct for Online Repurchase Intention?

Chinho Lin and Watcharee Lekhawipat
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Chinho Lin: National Cheng Kung University, Taiwan
Watcharee Lekhawipat: National Cheng Kung University, Taiwan

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Abstract: Purpose: Habit is treated as a construct of marginal focus on attitude, and in particular on the expectancy-value perspective, as antecedents of behavior. In online business context, repeat purchase behavior of customers is critical for the prosperity and survival of online stores; the habitual behavior may be reinforced as a moderator of repurchase intention and adjusted expectations when used by satisfied customers. The purpose of this paper is to investigate the moderating role of online shopping habit on the relationship between customer satisfaction and online repurchase intention, and between customer satisfaction and adjusted expectations. Design/methodology/approach: In this paper, we develop an analytical model that examines the impact of online shopping habit on online repurchase intention and adjusted expectations. The model was tested using structural equation modeling for data collected from 204 respondents. Findings: Our empirical results indicate that online shopping habit is not significant driving forces of online repurchase intention and adjusted expectations, but it has indirect effect through customer satisfaction. In fact, customer satisfaction has a positive effect on online repurchase intention, and adjusted expectations. Originality/Value: Our findings suggest that online shopping habit is necessary but not influence on driving forces of online shopping behavior. In term of post-satisfaction, adjusted expectations have a significant mediating influence on the link of customer satisfaction and online repurchase intention.

Keywords: online shopping habit; customer satisfaction; adjusted expectations; online repurchase intention (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:tiim13:s1_112-125

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