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 multilevel 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.
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 callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
