Online repatronage intention: an empirical study among Malaysian experienced online shoppers

Journal Article

Rezaei, Sajad . 2014

• Publication Work Type: Research Paper
• Publication Online URL: http://www.emeraldinsight.com/0959-0552.htm
• Issue Number: 5
• Volume Number: 42
• Pages: 390-421

Publication Abstract

Abstract
Purpose – Prior studies mostly investigate initial shopping intention in developed countries.
The purpose of this paper is to sketch and determine the impact of perceived usefulness (PU),
perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern
(PC), internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian
experienced online shoppers.
Design/methodology/approach – A total of 219 valid questionnaires were collected via an
online survey among experienced online shoppers across young and old students aged 18-31.
Subsequently, the two-step structural equation modelling (SEM) technique was employed to
empirically examine the proposed integrative theoretical research framework and model fit with
maximum likelihood estimation.
Findings – The statistical analyses support the relationships between PU, PV, TRT and SAT with
ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the
factors affecting ORI occur similarly across the study sample. The behaviour of experienced online
shoppers was found to be different from findings of previous literature that examined initial adoption
and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced
shoppers, our results show inconsistencies with prior research in examining ORI.
Research limitations/implications – The paper suggests that future research consider
multicultural analysis, atmosphere design, developing internet methodology and the role of flow
experience in determining ORI. The research limitations and implications are also discussed.
Practical implications – By realizing the differences between inexperienced shoppers and
experienced shoppers, online retailers should segment these groups more effectively and should
implement a different marketing strategy to target the right segment, right shoppers along with the
right marketing tactic. The antecedents of future intention of online shopping are influenced by
various variables because the human behaviour is sophisticated in nature. Thus, academicians and
practitioners should realize the implications of examining their target population/market based on an
assessment of different antecedents.
Originality/value – This study is among the few attempts to examine attitudes and behaviour of
Malaysian experienced online shoppers who have formed relevant experiences and skills in online
shopping. Additionally, the paper empirically examine and distinct user perception of online retail
attributes (including PU, PEOU, PV and PR), pre-purchase user attitudes (including TRT, PC, IL) and
post-purchase users attitudes (including SAT) in forming ORI simultaneously.
Keywords Malaysia, Online retailing, Experienced online shoppers,
Online repatronage intention (ORI)