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.