Abstract
The growth of online shopping channels gradually forces brick and mortar retailers to explore the importance of online shopping trends and online customer behavior. While maintaining customer satisfaction has been recognized as one of the essential factors for business survival and growth, this has not been sufficiently explored for online shopping platforms. Understanding what online constructs appeal to generation-X consumers is critical for organization that would want to pursue virtual business platforms. From a brief literature review in this study, it could be said that online customer satisfaction and its influences on online repurchase intentions in the South African retailing environment remain sparsely researched. Therefore, this study seeks to analyze the dimensions of online customer satisfaction and regress the online satisfaction dimensions on repurchase intentions of generation-X consumers. An attempt is made to apply the theory of planned behavior and social exchange in the adapted conceptual of the study. These theories are deemed to provide an appropriate theoretical grounding to this study. The target population was South African generation-X online consumers in Gauteng. A total of 377 questionnaires were received for data analysis. Implications of the research findings are discussed and limitations and future research directions are provided. Keywords: online shoppers, online customer satisfaction, repurchase intentions, generation-X consumers, South Africa. JEL Classification: M1, M30, M31, L10
Highlights
Many organizations are resorting to virtual online retailing platforms due to its exponential growth, futuristic potential and global-reach capability
Studies on online consumer purchase behavior would require a thorough understanding of two fundamental theories: the theory of planned behavior (TPB) and the social exchange theory (SET), to put them into perspective
The results of this study, it only covered a sample from South African online shoppers, provide invaluable information to other researchers, online retailers and practitioners focusing on South African online consumers
Summary
The study has adopted the theory of planned behavior (TPB) and the social exchange theory (SET). SET argues that attitudes and behaviors are determined by the rewards of interaction minus the penalty. This implies that rewarding customers for a particular positive action leads to intention to repurchase. The study applied the social exchange theory to understand the knowledge-sharing concept in the online shopping context. These theories (planned behavior, social exchange) will serve as a platform to analyze the impact of online shopping satisfaction on repurchase intentions
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
