Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type

摘要

Internet retailing literature shows that customers' experience with a retailer's website and order fulfillment separately influence repurchase intention. This study examines these two experiences' interactive effects on repurchase intention. Our research model includes a product type as a moderator, because the type of product can likewise affect a customer's experience with the retailer's website and order fulfillment. Results of multiple-group structural equation modeling (SEM) from customer reviews of 306 Internet retailers demonstrate that the interactive effects of a web site experience and order fulfillment are significant. In the interactive mechanism, order fulfillment experience is proven to serve as a proximal cause of repurchase intention. The moderating role of product type is significant as well. This finding suggests that practitioners should have unmatched measures for retailing different types of goods.