What Makes Customers Repurchase Grocery Products from Online Stores in Korea

Abstract

To understand customer repurchase intention in online stores, the present study has evolved with three variables: customer trust, loyalty, and satisfaction. A theoretical model was also developed to examine customer repurchase intention towards online shopping. The observation unit of this research is online stores and the analytical unit is the customers who have been purchasing grocery products via online. A random sampling technique was used to select the respondents and who are easily accessible. The data was collected from 645 online customers in Seoul. The data was analyzed with a structural measurement equation model by using Partial Least Square 3.0. Outcomes of study showed that, customer satisfaction and trust were the significant predictors of customer repurchase intention. The effect of customer loyalty towards repurchase intention seems to be very low. Hence, online retailers have advised to concentrate more on the activities needed to increase customer loyalty and to purchase more.