Swapan Kumar Saha, Paulo Duarte, S. Silva, Guijun Zhuang
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引用次数: 16
Abstract
Abstract This article investigates the effects of online convenience and shopping experience on consumer satisfaction and future purchase decisions by applying a different view to explain the customers’ increasing experience with online shopping in the Chinese growing market. Data from 226 Chinese consumers used to buy online are used to analyze the proposed research model through Partial Least Squares Structural Path Modeling. The findings show that the intention to purchase is enhanced by customer satisfaction and shopping experiences and that satisfaction plays a mediating role in these relationships. Additionally, the results show that search and post-possession dimensions have the most influence on online shopping convenience. In contrast, access (ACC), transaction (TRA), and possession (POS) convenience have an indirect negative impact on future purchase intention. The findings offer actionable guidance to online retailers wanting to enhance customer satisfaction and promote future purchase intentions by helping retailers who are doing business or planning to do business online in China. Offering additional suggestions on how to foster online satisfaction, the study’s conclusions help improve the effectiveness of e-commerce strategy. The current study also extends previous work on service convenience by validating the impact of online shopping convenience (SCV) on customer satisfaction and repurchase intention.
期刊介绍:
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.