Factors Affecting Online Repurchasing Intention

Abstract

Background: This article intends to explore the related factors of online purchasing where customers’ satisfaction will motivate them to the repurchasing process in future. Therefore, this study is conducted in order to identify the online repurchasing intention among private college students in the rural area in Melaka. Objectives: to identify whether the perceived of ease of use, trust and the perceived of benefits are able to influence the online repurchasing intention. Method: this study was done on 200 respondents among students in Melaka by distributing online questionnaires by using Google Form and the Statistic Package to The Social Science (SPSS) 22.0 was used to test the relevance between the dependent and independent variables. Result: the results showed that the perceived ease of use and the perceived of benefits have the significant positive influence towards the online repurchasing intention. Conclusion: based on this study, it is identified that the perceived ease of use and the perceived of benefits are the biggest influence towards the online repurchasing intention among rural students in Melaka. Future researchers can use other elements such as satisfaction and security in acquiring a better research result.