Factors influence on customer repurchase intention toward online shopping
Abstract
This research empirically examines the effect of various Internet
shopping site qualities on the utilitarian and hedonic values of Internet shopping.
The influence of the perceived level of Internet shopping value on customer
satisfaction and repurchase intention is also investigated. Research perform
structural equation analysis with a sample of 300 observations consisting of
International University students. The result show that graphic design and
variety of product information qualities are critical factors affecting for both
utilitarian shopping value and hedonic shopping value. These findings suggest
that service quality plays a significant role in increasing both utilitarian and
hedonic shopping values especially aesthetic design of website.