The Effect of Technology Acceptance on Online Customers’ Repurchase Intention

Abstract

Repurchase intention is an intention to continue using an online platform for making purchases in the near future. Fierce competition, low switching cost and lack of personal selling increase the importance of repurchase intention in online retailing. Taking into consideration that online shopping revolves around information technology, this study aims to investigate the impact of components of the extended technology acceptance model on repurchase intention. Unfortunately, in India where small cities are becoming a lucrative target market for online retailers not much is known about how acceptance of technology is affecting the repurchase intention of customers. The present study tries to reduce this gap by carrying out empirical research on 160 online shoppers from Shimla city, Himachal Pradesh, India. The results of this study established the applicability of perceived ease of use and perceived enjoyment in ensuring repurchase intention. Surprisingly, perceived usefulness is not significant in influencing repurchase intention. Research results can help online retailers to make strategies to target technology-savvy online consumers, especially in small cities.