Examing factors influence customers' repurchase intention on e-commerce platforms: The role of trust transfer and the moderating effect of neuroticism

Abstract

Electronic commerce, or known as e-commerce, has recorded a rapid growth in recent years and impacted many aspects of our life, following with the popularity of e-commerce platforms meeting the online shopping needs of consumers. For any retailer, especially those who sell products online, concentrating on how to make their consumers repurchase is very crucial to gaining success. This research aims to examine the factors influencing consumers’ repurchase intention in the context of e commerce platforms based on the trust-satisfaction-loyalty framework and points out the role of trust transfer from one entity to another but in the same retailer’s ecosystem. In addition, the study also demonstrates neuroticism, which refers to negative traits of people, as a moderating effect of this trust transference process. The applied method for this paper is the Quantitative method, using a survey including multiple questionnaires with a sample size of 300 to 350 who are users commonly using e commerce platforms and already had experiences with that shop offline previously. The total responses received from the survey are 369, and the valid responses which can serve for the purpose of research are about 335 responses. In addition, SEM model would be used to investigate five variables, comprising both offline and online trust, satisfaction, repurchase intention and neuroticism. The results gained from this research indicated a positive correlation between consumers’ repurchase intention and the factors affecting it, including trust in both offline and online channels, the trust transfer existing between those two channels, satisfaction, and loyalty, put in the context of e-commerce platforms. Furthermore, the research also showed that the neuroticism of consumers is perceived as a moderating factor in their trust transfer process toward a retailer. From the findings and implications of this paper, retailers in the e-commerce sector can benefit from applying them to concentrate on the significance of consumers’ repurchase intention and trust transfer among channels, as well as the negative traits of buyers impacting this procedure.