Factors influencing repurchase intention in online marketplace through the perspective of DeLone and McLean IS success model and trust

Abstract

Online marketplaces are rapidly growing and involving more sellers and buyers. Sellers from micro and small enterprises tend to choose online marketplaces because they do not need any effort to attract people to visit and look into their products. On the other hand, customers as buyers also prefer to use online marketplaces because it is easier for them to compare similar products among different sellers in order to get the best offers. However, in order to maintain transaction traffic and relationship between sellers and buyers, online marketplaces should pay attention to repurchase activities. The factors that influence the repurchase intention of costumers are urgently identified to make the best business strategies. This study attempts to find the factors influencing customers' repurchase intention in online marketplaces by looking from perspective of DeLone & McLean IS success model and trust. To test the research model, online questionnaire were spread into buyers of online marketplace in Indonesia. As the result, the empirical findings suggest that sellers' quality and ability to provide satisfactory services positively influence customers' repeat buying objective. However, websites' quality and ability to provide satisfactory services negatively influence customers' repeat buying objective. These results imply that it is important to improve prestige of sellers participating in marketplace. Trust should be maintained because it is a strong predictor of sellers' quality and ability to provide satisfactory services that have significant impact on repurchase intention in marketplace.