From E-Quality and Brand Perceptions to Repurchase: A Model to Explain Purchase Behaviour in a Web-Store

Fabiola Vásquez,Jorge Vera-Martínez

doi:10.4067/s0718-18762020000300103

Fabiola Vásquez, Jorge Vera-Martínez

Open Access

https://doi.org/10.4067/s0718-18762020000300103

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Abstract

This study proposes an explanatory model of repurchase behaviour in web-stores introducing certain relationships not taken into consideration before. However, some established relationships are taken from the literature, such as that between web-store quality, satisfaction and trust. A detailed exploration of measurements was performed to design a structured questionnaire. With a sample of n=500 web-store buyers, a structural statistic model was developed to confirm the hypotheses that support the model. A high degree of determination for behavioural intentions was found, and a moderate one for repurchase. Contrasting with previous research, this model proposes product brand perception and store brand perception as predictors of trust and intentions in a web-store. As the final dependent variable, a multi-item measurement for repurchase is proposed, tested and discussed; this has not been attempted before for this kind of model.

Highlights

The Internet has increasingly attracted the attention of established retailers and new e-commerce website endeavors
With the findings of [68], [130], the results suggest that home page attractiveness has a direct effect on satisfaction, contradicting [69], who claimed that web appearance has little impact on customer satisfaction
While this relationship may receive some support indirectly through satisfaction, the obtained indirect effect tends to zero

Summary

Introduction

The Internet has increasingly attracted the attention of established retailers and new e-commerce website endeavors. The question is no longer whether to go e-commerce, but how to create a more competitive strategy in this business channel. Given the significant expansion in the uses of e-commerce, and the ever-greater dependence on it of both consumers and businesses as a major means for transactions and procurement, it is important to identify factors that could enable e-businesses to achieve customer satisfaction and firm competitiveness. This requires the understanding of customer needs in the context of virtual services. Despite the practicality of e-commerce and the growth of this channel worldwide, we believe that several areas of research relevant to e-commerce operations remain unexplored

Methods

Results

Conclusion