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Online consumer retention: contingent effects of online shopping habit and online shopping experience

Author

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  • Mohamed Khalifa
  • Vanessa Liu

Abstract

In this study, we further develop the information systems continuance model in the context of online shopping, using a contingency theory that accounts for the roles of online shopping habit and online shopping experience. Specifically, we argue and empirically demonstrate that although conceptually distinct, online shopping habit and online shopping experience have similar effects on repurchase intention. They both have positive mediated effects through satisfaction and moderate the relationship between satisfaction and online repurchase intention. The results of a survey study involving 122 online customers provide strong support for our research model. We also identify after-sale service, transaction efficiency, security, convenience, and cost savings as important online shopping usefulness drivers. Theoretical and practical implications include establishing a contingency theory to more fully explain online customer retention as well as guidelines for development of customer relationship management initiatives.

Suggested Citation

  • Mohamed Khalifa & Vanessa Liu, 2007. "Online consumer retention: contingent effects of online shopping habit and online shopping experience," European Journal of Information Systems, Taylor & Francis Journals, vol. 16(6), pages 780-792, December.
    • Handle: RePEc:taf:tjisxx:v:16:y:2007:i:6:p:780-792
    DOI: 10.1057/palgrave.ejis.3000711
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    Cited by:

    1. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    2. Chidera C. Ugwuanyi & Chukwunonso Oraedu & Chuka U. Ifediora & Ernest E. Izogo & Simplice A. Asongu & Ikechukwu J. Attamah, 2022. "Understanding drivers of self-service technologies (SSTs) satisfaction and marketing bottom lines: Evidence from Nigeria," Journal of Africa SEER Centre(ASC) 22/024, Africa SEER Centre(ASC).
    3. Eyad SHAMMOUT, 2025. "Understanding Online Purchase Aspects: Re-Examining the Antecedents of Cognitive Experience and Customer Satisfaction," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, vol. 0(2), pages 191-199, December.
    4. Mahajan, Advitya Indu & Taggar, Rashi & Gupta, Suruchi, 2025. "Augmented reality in E-Commerce: A dual value and barrier-based perspective on Gen Z's satisfaction and AR-Integrated shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    5. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).
    6. Hwai-Shuh Shieh & Shu-Chen Lin, 2023. "The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan’s F&B Industry During COVID-19 Pandemic," SAGE Open, , vol. 13(2), pages 21582440231, May.
    7. Ho Trong Nghia & Bui Thi Thanh & Diep Quoc Bao, 2017. "The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 7(2), pages 111-124.
    8. Zhe, Lv & Jie, Wu & Yuan, He, 2023. "The effect of place attachment of geographical indication agricultural products on repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Chau Thi Minh Pham & Anh Thi Minh Bui & Tuan Van Pham, 2025. "Investigating the factors affecting online hotel reservations: An analysis of Vietnamese adolescents," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 15(6), pages 132-145.
    10. Ioan-Sebastian Brumă & Cristina Cautisanu & Lucian Tanasă & Simona-Roxana Ulman & Meda Gâlea & Alexandra Raluca Jelea, 2024. "Does the payment method matter in online shopping behaviour? Study on the Romanian market of vegetables during the pandemic crisis," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(1), pages 34-47.
    11. Zuhairah Hasan & Muhammad Farhan Mohammad Asri & Siti Norashikin Bashirun & Nurul Ain Mustakim, 2024. "Re-visiting the E-SERVQUAL and Expectancy Disconfirmation Theory in the Context of the Service Industry in Malaysia," Information Management and Business Review, AMH International, vol. 16(3), pages 981-993.
    12. Li Xu & Yide Sun & Yuan-Teng Hsu & Ya-Ling Chiu, 2025. "The effects of personalized recommendations on perceived switching costs: The mediation roles of customer satisfaction and habits," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-16, December.
    13. Chen, Lele & Jing, Kunpeng & Mei, Yupeng, 2024. "The effect of consumption goals on review helpfulness: Behavioral and eye-tracking research," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Sahranavard, Seyed Arash & Oney, Emrah & Aghaei, Iman, 2024. "Consumer’s e-lifestyle and repurchase intention in online food ordering services: Exploring the role of e-WOM and habit," Technological Forecasting and Social Change, Elsevier, vol. 208(C).
    15. Mohamad Haziq Izzuddin Baharin & Muhammad Izzat Zulkifly & Zurena Shahril & Mohd Aliff Abdul Majid, 2025. "How Customers Decide: Unveiling the Drivers of Customers’ Online Purchase Behavior on Online Food Delivery Apps," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 1922-1946, January.
    16. Shalini Srivastava & Nidhi Singh, 2023. "An integrated model predicting customers’ continuance behavioral intention and recommendations of users: a study on mobile payment in emerging markets," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 236-254, June.
    17. Xue Xu & Mohammad Masukujjaman & Farid Ahammad Sobhani & Kifayat Nahiyan Rafi, 2025. "Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    18. Zohra Ghali-Zinoubi, 2023. "Online Retailers’ Perceived Ethics and Consumer Repetitive Purchases Under the Moderating Role of Reputation: A Commitment-Trust Theory Perspective," SAGE Open, , vol. 13(4), pages 21582440231, November.
    19. Jessica Müller-Pérez & Ángel Acevedo-Duque & Pilar Valenzuela Rettig & Elizabeth Emperatriz García-Salirrosas & Mirtha Mercedes Fernández-Mantilla & Sandra Sofía Izquierdo-Marín & Rina Álvarez-Becerra, 2023. "Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    20. Sharma, Neeru & Fatima, Johra Kayeser, 2024. "Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    21. Nima Jalali & Sangkil Moon & Moon-Yong Kim, 2023. "Profiling diverse reviewer segments using online reviews of service industries," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 130-148, June.

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