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Research Article

The Effect of Post-Purchase Evaluation Attributes on Repurchase Intention in Internet Shopping

Jeon, Jonggeun · Hong, Seongtae

Published: January 2003 · Vol. 31 No. 7 · pp. 1765-1786
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Abstract

This study analyzed the influence of post-purchase evaluation attributes on repurchase intention in Internet shopping. In addition to website-centered attributes that prior studies have primarily addressed—such as online service, purchase experience, reputation, product and information value, and purchase risk—the study particularly analyzed the impact of delivery service on repurchase intention. For the analysis, a model of Internet retailer attributes–satisfaction–repurchase intention was established, and the mediation effect of satisfaction was also analyzed. The empirical analysis results confirmed that among the six factors used as important criteria for evaluating shopping sites—online service, purchase experience, reputation, product and information value, purchase risk, and delivery service—only delivery service had a direct effect on repurchase intention, while the other five factors had indirect effects through satisfaction. These results suggest that store attribute management for acquiring new customers differs from store attribute management for retaining existing customers. Future research can further extend and develop this study by introducing other influential variables and new performance variables.
Keywords: 전자상거래e-satisfactionInternet retailingrepurchase intent