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Understanding online repurchase intention: social exchange theory and shopping habit

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  • Shih-Wei Chou

    (National Kaohsiung First University of Science and Technology)

  • Chia-Shiang Hsu

    (National Kaohsiung First University of Science of Technology)

Abstract

Customer retention plays a key role in online shopping success. However, little attention has been paid to how online customers’ shopping habit moderates the relationship between their evaluation of online services and repurchase intention. To fill this gap, this study draws on both social exchange theory and IS use theory to propose a model. The social exchange theory is characterized as emotional evaluation (i.e., satisfaction with outcome quality, satisfaction with process quality) and rational evaluation (i.e., trust, learning). We view online repurchase as post-adoption phenomena of IS use that entail users’ beliefs, perception, and intention. The proposed model and hypotheses are supported by the empirical data from 469 online customers. Our findings show that shopping habit increases the influence of emotional evaluation on continuance, while habit weakens the impact of rational evaluation on continuance intention. The integration of social exchange theory and IS use (continuance) distinguishes our study from others who have primarily considered these theories disparately.

Suggested Citation

  • Shih-Wei Chou & Chia-Shiang Hsu, 2016. "Understanding online repurchase intention: social exchange theory and shopping habit," Information Systems and e-Business Management, Springer, vol. 14(1), pages 19-45, February.
    • Handle: RePEc:spr:infsem:v:14:y:2016:i:1:d:10.1007_s10257-015-0272-9
    DOI: 10.1007/s10257-015-0272-9
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    9. Xiaocong Yang & Kai Zhao & Xiaobo Tao & Eric Shiu, 2019. "Developing and Validating a Theory-Based Model of Crowdfunding Investment Intention—Perspectives from Social Exchange Theory and Customer Value Perspective," Sustainability, MDPI, vol. 11(9), pages 1-18, May.
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