From E-Satisfaction to E-Repurchase Intention: How Is E-Repurchase Intention Mediated by E-Satisfaction and Moderated by Traditional Shopping Attitudes?

Successive developments in information technologies have brought important developments in the business world, one of which is e-commerce. Undoubtedly, consumers’ continuous adoption of online shopping, which has been specially accelerated as the result of the pandemic, is not likely to end or reduce after the Covid-19 passes, increasing volume and transaction in e-retailing make e-business more challenging. Under these circumstances, the most important requirement of sustainable development and profitability in e-business management is to retain loyal customers rather than one-time buyers. Hence, in an e-commerce setup, understanding the repurchase intention of consumers is essential in sustaining growth. Most previous studies have focused on one or two factors, ignoring the whole picture, depicting the most effective factors both e-satisfaction and e-repurchase intention. The main purpose of this study is to investigate the relationships between e-service quality, information quality, e-satisfaction, and e-repurchase intention by involving customer decision-making styles in the context. An online retailer, belonging to a large brick-and-mortar Turkish company was chosen to conduct the survey. Consequently, the data collected from the conveniently selected sample among the members of that e-retailer was used to test the research model using structural equation modeling. The results revealed efficiency, fulfillment, privacy, and information quality to influence both e-satisfaction and e-repurchase intention whereas after-sales e-services influencing e-satisfaction. Meanwhile, e-satisfaction mediates the relationship between the service quality of a website and e-repurchase intention. Furthermore, novelty and recreational shopping style attitude moderates the relationship between e-satisfaction and e-repurchase intention.