Abstract
This study investigates how the number of product categories moderates the effects of consumers’ satisfaction with order procurement and order fulfillment on their repurchase intention at online retail stores. We collected empirical data from an online rating website and constructed a multi-level dataset at both the transaction level and the store level. Employing hierarchical linear modeling on a sample of 11,554 observations at 146 online retailers, we find significant interaction effects on consumer repurchase intention between product category number and consumer satisfaction with both online order procurement and fulfillment processes, but with different signs. These findings offer guidance to online retailers when allocating their limited resources to procurement-related and fulfillment-related investments.
Published Version
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