Determinants of e-repurchase intentions: An integrative model of quadruple retention drivers

摘要

Although researchers and practitioners in the field of e-commerce are now paying more attention to online customer loyalty, the focus previously was on overall customer satisfaction. Here, we drew on marketing and consumer behavior literature to formulate a conceptual framework that considered community-based, customization-based, desire-based, and constraint-based drivers of online customer retention. Furthermore, the potential interrelationships between these drivers were explored. We then empirically tested our hypotheses using data obtained from a large online retailing store in Taiwan. The results strongly supported most of the hypotheses. Theoretical and managerial implications of the findings were discussed.