Determinants of customer repurchase intention in online shopping

Chao‐Min Chiu (Department of Information Management, National Central University, Jhongli City, Taiwan)
Chen‐Chi Chang (Department of Information Management, National Central University, Jhongli City, Taiwan)
Hsiang‐Lan Cheng (True Generation Hospital, Kaohsiung City, Taiwan)
Yu‐Hui Fang (Department of Information Management, National Central University, Jhongli City, Taiwan)

Online Information Review

ISSN: 1468-4527

Publication date: 7 August 2009



The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping.


Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS‐Graph version 3.0) is used to analyse the measurement and structural models.


The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive predictors of customers' repurchase intentions.

Research limitations/implications

The data are collected from a single online shopping store – the generalisation of the model and findings to other online stores requires additional research. Our findings imply that the five dimensions of e‐service quality are possibly among the most important antecedents of customers' trust in online vendors.

Practical implications

Online vendors should ensure that they provide adequate utilitarian and hedonic value for customers instead of focusing on just one of these aspects in their web site development.


Customer loyalty is critical to the online vendor's survival and success. The study provides evidence that online trust is built through order fulfilment, privacy, responsiveness and contact.



Chiu, C., Chang, C., Cheng, H. and Fang, Y. (2009), "Determinants of customer repurchase intention in online shopping", Online Information Review, Vol. 33 No. 4, pp. 761-784.

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