Research on online businesses has focused on the adoption of e-commerce and initial purchase behavior; repurchase intention and its antecedents remain underresearched. The present study develops an empirical model to explore the extent to which trust and e-satisfaction mediate the effect of vendor-specific attributes and customer intention to repurchase from the same online platform.
The proposed model is tested and validated in the context of Generation Y in India. A self-administrated online survey was employed, and the students aged between 20 and 35 at universities in Northern India are selected as subject. The data is analyzed using SPSS 20.0 and AMOS 20.0, where structural equation modeling is used to examine the model and test the hypothesis.
The results of this study suggest that trust mediates fully between security concerns, privacy concerns, and repurchase intention. E-satisfaction mediates between security and ease of use (EOU).
This research determines the impact of security, privacy concerns, EOU on the online repurchasing behavior of Gen Y in India. The mediation effect of e-satisfaction and trust has also been determined.
Trivedi, S. and Yadav, M. (2020), "Repurchase intentions in Y generation: mediation of trust and e-satisfaction", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-02-2019-0072Download as .RIS
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