E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions

Abstract

This study proposes and empirically tests a contextualized model for investigating repurchase intentions of e-commerce consumers as well as their word-of-mouth (WOM) intentions in high uncertainty avoidance cultures and based on a synthesis of the S–O-R paradigm and Information Processing Theory (IPT). Data for the study were collected from 560 Jordanian online customers and analysed using structural equation modelling (PLS-SEM). The findings demonstrated that the dimensions of policy service quality including cash-on-delivery (COD) payment options and return policy leniency, positively influenced customer trust. In addition, electronic logistics service quality (LSQ) dimensions positively impacted customer satisfaction. Furthermore, it was found that satisfaction of online consumers is a major driver of their trust, repurchase, and WOM intentions. While customer trust was revealed as a key enabler of repurchase intention, its effect on WOM was insignificant. The findings provide useful implications for both practice and future research.