Predicting online repurchase intentions with e-satisfaction as mediator: a study on Gen Y

Abstract

PurposeShopping online is a fast-growing phenomenon. A look into the rapid exponential growth of the primary players in this sector shows huge market potential for e-commerce. Given the convenience of internet shopping, e-commerce is seen as an emerging trend among consumers, specifically the younger generation (Gen Y). The popularity of e-commerce and online shopping has captured the attention of e-retailers, encouraging researchers to focus on this area. This paper aims to examine the relationship between online repurchase intention and other variables such as security, privacy concerns, trust and ease of use (EOU), mediated by e-satisfaction.Design/methodology/approachA self-administered survey method is used, and students aged between 20 and 35 years at universities in northern India are selected as subjects. To test the hypotheses of this study, an online questionnaire is distributed to participants, with 309 legitimate responses received. The data are analyzed using SPSS version 20.0 and AMOS version 20.0. Structural equation modeling is used to examine the model and to test the hypotheses.FindingsThe results of this study show that security, privacy concerns, trust and EOU have a positive significant relationship with repurchase intention. The findings also reveal that e-satisfaction has a full mediation effect between security and repurchase intention and also between trust and repurchase intention. In addition, a partial mediation effect of e-satisfaction is noted between EOU and repurchase intention and between privacy concerns and repurchase intention.Practical implicationsThe results show that security, trust, EOU and privacy concerns are the factors that have most impact on consumer purchasing behavior. In terms of the repurchase intention of Gen Y consumers, what is needed are strong security features, an easy-to-use interface, a trusted privacy policy and the creation of trust. Furthermore, it may be beneficial to observe e-satisfaction as a mediator when identifying potential problems; online satisfaction is important for the group in this study, and the results show that it impacts on the relation between repurchase intention and other factors.Social implicationsIn terms of the repurchase intention of Gen Y consumers, what is needed are strong security features, an easy-to-use interface, a trusted privacy policy and the creation of trust. Furthermore, it may be beneficial to observe e-satisfaction as a mediator when identifying potential problems; online satisfaction is important for the group in this study, and the results show that it impacts on the relation between repurchase intention and other factors.Originality/valueThis research determines the impact of security, privacy concerns, EOU and trust on the online repurchasing behavior of Gen Y in India. The mediation effect of e-satisfaction is also determined.