TY  - JOUR
AB  - Purpose The purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in apparel s-commerce along with the mediating effect of customer engagement and the moderating effect of s-commerce navigation.Design/methodology/approach Using the purposive sampling technique, face-to-face survey was administered to Gen-Y social media users in Malaysia. Subsequently, 384 respondents were sampled. Partial least squares-structural equation modeling was used to perform the analyses.Findings S-commerce cues have a positive effect on customer engagement, which in turn leads to repurchase intention of apparel among Gen-Y. Particularly, customer engagement also mediates the relationship between s-commerce cues and repurchase intention. S-commerce navigation is found to moderate the effect of engagement on repurchase intention.Research limitations/implications The findings are derived from the perception of Gen-Y in Malaysia and do not represent the entire population. Future research could investigate the same phenomena across generations and consider heterogeneity issues to provide more insights.Practical implications Apparel s-commerce retailers are suggested to engage with customers more in the e-retail environment to build a lasting relationship. Contextual factors such as ease of navigation should be observed to enhance the desired response of diverse customers today.Originality/value This study adds to the growing body of knowledge on relationship marketing by assessing the impact of customer engagement and navigation on the relationships between s-commerce cues and repurchase intention in the contemporary setting.
VL  - 38
IS  - 6
SN  - 0263-4503
DO  - 10.1108/MIP-03-2019-0145
UR  - https://doi.org/10.1108/MIP-03-2019-0145
AU  - Lim Xin-Jean
AU  - Cheah Jun-Hwa
AU  - Waller David S.
AU  - Ting Hiram
AU  - Ng Siew Imm
PY  - 2019
Y1  - 2019/01/01
TI  - What s-commerce implies? Repurchase intention and its antecedents
T2  - Marketing Intelligence & Planning
PB  - Emerald Publishing Limited
SP  - 760
EP  - 776
Y2  - 2024/04/24
ER  -