The Role of Online Experience in the Relationship Between Service Convenience and Future Purchase Intentions

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2022-03-14 DOI:10.1080/15332861.2022.2045767

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.

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在线体验在服务便利性与未来购买意愿关系中的作用

摘要本文从不同的视角来解释中国成长型市场中消费者网络购物体验的增长，探讨了网络便利性和购物体验对消费者满意度和未来购买决策的影响。利用226位中国网购消费者的数据，通过偏最小二乘结构路径模型对所提出的研究模型进行分析。研究结果表明，顾客满意度和购物体验会增强顾客的购买意愿，而满意度在两者的关系中起中介作用。此外，研究结果表明，搜索和事后占有维度对网上购物便利的影响最大。而获取便利(ACC)、交易便利(TRA)和占有便利(POS)对未来购买意愿有间接的负向影响。研究结果为在线零售商提供了可操作的指导，这些零售商希望通过帮助正在或计划在中国开展在线业务的零售商来提高客户满意度并促进未来的购买意愿。该研究的结论为如何提高网上满意度提供了额外的建议，有助于提高电子商务策略的有效性。本研究也延伸了先前关于服务便利性的研究，验证了网上购物便利性对顾客满意度和再购买意愿的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

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.