Abstract
This study explores the effects of prior experience on determinants of repurchase intention and antecedents of perceived uncertainty in an online shopping environment. The study proposes a model which integrates perceived uncertainty, trust, and technology acceptance model (TAM). Structure Equation Modeling (SEM) is used to find out the difference between low- and high-experienced online shoppers. The results indicate that trust in an e-vendor vis-à-vis the TAM constructs has consistent effects on all experienced online shoppers. However, perceived uncertainty affects only the low-experienced online shoppers’ trust in an e-vendor. The data also shows that the sources of perceived uncertainty, which is classified into relationship uncertainty and environmental uncertainty, are different for the low- and high-experienced online shoppers. Our findings provide the managers of e-vendors with the information about the difference in the online shoppers’ prior experiences.
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