JSSM  Vol.8 No.3 , June 2015
An Empirical Study of Perceived Factors Affecting Customer Satisfaction to Re-Purchase Intention in Online Stores in China
ABSTRACT
Online stores (e-stores) are growing in China. Consumers perceive some factors affecting their satisfaction to re-purchase intention in e-stores. This study investigates the perceived factors affecting customer satisfaction to re-purchase intention in e-stores. The satisfaction toward the online stores channel environment depends on the customer’s perception and also online consumer experiences (OCEs) of the active online shopping stores. From a questionnaire survey, 302 usable data are obtained and hypotheses are tested using multiple regression analysis. The analysis suggests that seven constructs—price, convenience, product information, return policy, financial risk, product risk and delivery risk—are significant with customer satisfaction to re-purchase in e-stores. This study emphasizes that the importance of customer satisfaction provides more benefits and less risk to re-purchase in e-stores. The finding of this study will help e-store’s managers/ owners to understand customer’s perceptions in online shopping stores and their satisfaction.

Cite this paper
Khan, S. , Liang, Y. and Shahzad, S. (2015) An Empirical Study of Perceived Factors Affecting Customer Satisfaction to Re-Purchase Intention in Online Stores in China. Journal of Service Science and Management, 8, 291-305. doi: 10.4236/jssm.2015.83032.
References
[1]   Koo, D.-M., Kim, J.-J. and Lee, S.-W. (2008) Personal Values as Underlying Motives of Shopping Online. Asia Pacific Journal of Marketing and Logistics, 20, 156-173.
http://dx.doi.org/10.1108/13555850810864533

[2]   Reibstein, D. J. (2001) What Attracts Customers to Online Stores, and what Keeps Them Coming Back? Journal of the academy of Marketing Science, 30, 465-473.
http://dx.doi.org/10.1177/009207002236918

[3]   CNNIC (2014) The 33rd Statistical Report on Internet Development in China. China Internet Network Information Center.
http://www.internetstatistik.se/rapporter/33rd-statistical-report-on-internet-development-in-china/

[4]   McKinney, V., Kanghyun, Y. and Zahedi, F. (2002) The Measurement of Web Consumer Satisfaction: An Expectation and Disconfirmation Approach. Information Systems Research, 13, 296-315.
http://dx.doi.org/10.1287/isre.13.3.296.76

[5]   Liu, M.T., Brock, J.L., Shi, G.C., Chu, R.W. and Tseng, T.-H. (2013) Perceived Benefits, Perceived Risk, and Trust: Influences on Consumers’ Group Buying Behavior. Asia Pacific Journal of Marketing and Logistics, 25, 225-248.
http://dx.doi.org/10.1108/13555851311314031

[6]   Bearden, W.O. and Teel, J.E. (1983) Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research, 20, 21-28.
http://dx.doi.org/10.2307/3151408

[7]   Oliver, R.L. (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469.
http://dx.doi.org/10.2307/3150499

[8]   Woodruff, R.B., Cadotte, E.R. and Jenkins, R.L. (1983) Modeling Consumer Satisfaction Processes Using Experience-Based Norms. Journal of Marketing Research, 20, 296-304.
http://dx.doi.org/10.2307/3151833

[9]   Anderson, J.C. and Gerbing, D.W. (1988) Structure Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103, 411-423.
http://dx.doi.org/10.1037/0033-2909.103.3.411

[10]   Rogers, E.M. (2003) Diffusion of Innovations. 5th Edition, Free Press, New York.

[11]   Jarvenpaa, S.L. and Todd, P.A. (1997) Consumer Reactions to Electronic Shopping on the World Wide Web. International Journal of Electronic Commerce, 1, 59-88.

[12]   Devaraj, S., Fan, M. and Kohli, R. (2002) Antecedents of B2C Channel Satisfaction and Preference: Validating E-Commerce Metrics. Information Systems Research, 13, 316-333.
http://dx.doi.org/10.1287/isre.13.3.316.77

[13]   Kim, S. and Stoel, L. (2004) Apparel Retailers: Website Quality Dimensions and Satisfaction. Journal of Retailing and Customer Services, 11, 87-109.
http://dx.doi.org/10.1016/S0969-6989(03)00010-9

[14]   Childers, L., Carr, C.L., Peck, J. and Carson, S. (2001) Hedonic and Motivations for Online Retail Shopping Behavior. Journal of Retailing, 77, 511-535.
http://dx.doi.org/10.1016/S0022-4359(01)00056-2

[15]   Davis, F.D. (1989) Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly, 13, 319-339.
http://dx.doi.org/10.2307/249008

[16]   King, W. and He, J. (2006) A Meta-Analysis of the Technology Acceptance Model. Information and Management, 43, 740-755.
http://dx.doi.org/10.1016/j.im.2006.05.003

[17]   Gefen, D., Karahanna, E. and Straub, D. (2003) Trust and TAM in Online Shopping. MIS Quarterly, 27, 52-85.

[18]   Wang, Y.S. (2003) The Adoption of Electronic Tax Filing Systems: An Empirical Study. Information Quarterly, 20, 333-352.
http://dx.doi.org/10.1016/j.giq.2003.08.005

[19]   Chiu, C.M., Lin, H.Y., Sun, S.Y. and Hsu, M.Y. (2009) Understanding Customers’ Loyalty Intention toward Online Shopping: An Integration of Technology Acceptance Model and Fairness Theory. Behavior and Information Technology, 28, 347-360.
http://dx.doi.org/10.1080/01449290801892492

[20]   Kim, J., Jin, B. and Swinney, J.L. (2009) The Role of E-Tail Quality, E-Satisfaction and E-Trust in Online Loyalty Development Process. Journal of Retailing and Consumer Services, 16, 239-247.
http://dx.doi.org/10.1016/j.jretconser.2008.11.019

[21]   Deng, Z.H., Lu, Y.B., Wei, K.K. and Zhang, J.L. (2010) Understanding Customer Satisfaction and Loyalty. International Journal of Information Management, 30, 299-300.
http://dx.doi.org/10.1016/j.ijinfomgt.2009.10.001

[22]   Subramanian, N., Gunasekaran, A., Yu, J., Cheng, J. and Ning, K. (2014) Customer Satisfaction and Competitiveness in the Chinese E-Retailing: Structural Equation Modeling (SEM) Approach to Identify the Role of Quality Factors. Expert Systems with Applications, 41, 69-80.
http://dx.doi.org/10.1016/j.eswa.2013.07.012

[23]   Fornell, C. (1992) A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 6-21.
http://dx.doi.org/10.2307/1252129

[24]   Daugherty, T., Li, H. and Biocca, F. (2008) Consumer Learning and the Effects of Virtual Experience Relative to Indirect and Direct Product Experience. Psychology and Marketing, 25, 568-586.
http://dx.doi.org/10.1002/mar.20225

[25]   Kim, E.-Y. and Kim, Y.-K. (2004) Predicting Online Purchase Intentions for Clothing Products. European Journal of Marketing, 38, 883-897.
http://dx.doi.org/10.1108/03090560410539302

[26]   Fishbein, M. and Ajzen, I. (1975) Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. E-Commerce: The Role of Familiarity and Trust. Omega, 28, 725-737.

[27]   Lee, H., Choi, S.Y. and Kang, Y.S. (2008) Formation of E-Satisfaction and Repurchase Intention: Moderating Roles of Computer Self-Efficacy and Computer Anxiety. Expert Systems with Applications, 36, 7848-7859.
http://dx.doi.org/10.1016/j.eswa.2008.11.005
http://business.kaist.ac.kr/re_center/fulltext/2008/2008-091.pdf


[28]   Tsai, H.-T, Huang, H.-C. (2007) Determinants of E-Repurchase Intentions: An Integrative Model of Quadruple Retention Drivers. Information and Management, 44, 231-239.
http://dx.doi.org/10.1016/j.im.2006.11.006

[29]   Chen, Y.Y., Huang, H.-L, Hsu, Y.-C. and Tseng, H.-C. (2010) Confirmation of Expectations and Satisfaction with the Internet Shopping: The Role of Internet Self-Efficacy. Computer and Information Science, 3, 14-22.
http://dx.doi.org/10.5539/cis.v3n3p14

[30]   Chen, C.-W.D. and Cheng, C.-Y.J. (2009) Understanding Consumer Intention in Online Shopping: A Respecification and Validation of the DeLone and McLean Model. Behaviour and Information Technology, 28, 335-345.
http://dx.doi.org/10.1080/01449290701850111

[31]   Lee, M.-C. (2010) Exploring Consumers Initial Intention and Continuance Intention to Use Online Shopping: An Extension of the Expectation-Confirmation Model. BAI 2010 Proceeding Papers.
http://bai-conference.org/files/BAI2010%20Proceeding/Papers/2.Marketing/2147.pdf

[32]   Liao, C., Liu, C.-C., Liu, Y.-P., To, P.-L. and Lin, H.-N. (2011) Applying the Expectancy Disconfirmation and Regret Theory to Online Consumer Behavior. Cyberpsychology, Behavior, and Social Networking, 14, 241-246.

[33]   (2010) Amazon’s 15th Anniversary: A Brief History of Online Shopping.

[34]   Liao, S.H., Chu, P.H., Chen, Y.J. and Chang, C.C. (2012) Mining Customer Knowledge for Exploring Online Group Buying Behavior. Expert Systems with Applications, 39, 3708-1644.
http://dx.doi.org/10.1016/j.eswa.2011.09.066

[35]   Kwon, W.S. and Lennon, S.J. (2009) What Induces Online Loyalty? Online versus Offline Brand Images. Journal of Business Research, 62, 557-564.
http://dx.doi.org/10.1016/j.jbusres.2008.06.015

[36]   Bridges, E. and Florsheim, R. (2008) Hedonic and Utilitarian Shopping Goals: The Online Experience. Journal of Business Research, 61, 309-314.
http://dx.doi.org/10.1016/j.jbusres.2007.06.017

[37]   Eastin, M.J. (2002) Diffusion of E-Commerce: An Analysis of the Adoption of four E-Commerce Activities. Telematics and Informatics, 19, 251-267.
http://dx.doi.org/10.1016/S0736-5853(01)00005-3

[38]   Oliver, R.L. (1993) Cognitive, Affective and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20, 418-430.
http://dx.doi.org/10.1086/209358

[39]   Hsu. H. (2006) An Empirical Study of Web Site Quality, Customer Value, and Customer Satisfaction Based on E-Shop. The Business Review, 5, 190-193.

[40]   Arnold, M.J. and Reynolds, K.E. (2003) Hedonic Shopping Motivations. Journal of Retailing, 79, 259-268.
http://dx.doi.org/10.1016/S0022-4359(03)00007-1

[41]   Maxwell, S. and Maxwell, N. (2001) Channel Reference Prices: The Potentially Damaging Effects of Napster. Proceedings of the 2001 Fordham University Behavioral Pricing Conference, 32.

[42]   Zeithaml, V. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
http://dx.doi.org/10.2307/1251446

[43]   Anderson, E.W. and Sullivan, M.W. (1993) The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12, 125-143.
http://dx.doi.org/10.1287/mksc.12.2.125

[44]   Cronin Jr., J.J., Brady, M.K. and Hult, G.T.M. (2000) Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76, 193-218.
http://dx.doi.org/10.1016/S0022-4359(00)00028-2

[45]   Biswas, A. and Blair, A.E. (1991) Contextual Effects of Reference Price in Retail Advertisements. Journal of Marketing, 55, 1-12.
http://dx.doi.org/10.2307/1252143

[46]   Hofacker, C.F. (2001) Internet Marketing. 3rd Edition, John Wiley and Sons, Inc., New York.

[47]   Yu, J., Ha, I., Choi, M. and Rho, J. (2005) Extending the TAM for E-Commerce. Information and Management, 42, 965-976.
http://dx.doi.org/10.1016/j.im.2004.11.001

[48]   Seiders, K., Voss, G.B., Godfrey, A.L. and Grewal, D. (2007) SERVCON: Development and Validation of a Multidimensional Service Convenience Scale. Journal of the Academy of Marketing Science, 35, 144-156.
http://dx.doi.org/10.1007/s11747-006-0001-5

[49]   Chau, P., Au, G. and Tam, K.Y. (2000) Impact of Information Presentation Modes on Online Shopping: An Empirical Evaluation of a Broadband Interactive Shopping Service. Journal of Organizational Computing and Electronic Commerce, 10, 1-22.

[50]   Chen, C.C. and Tseng, Y.D. (2011) Quality Evaluation of Product Reviews Using an Information Quality Framework. Decision Support Systems, 50, 755-768.
http://dx.doi.org/10.1016/j.dss.2010.08.023

[51]   Bennett, R., Hartel, C.E.J. and Mccoll-Kennedy, J.R. (2005) Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in a Business-to-Business Setting. Industrial Marketing Management, 34, 97-107.
http://dx.doi.org/10.1016/j.indmarman.2004.08.003

[52]   Shim, S., Eastlick, M.A. and Lotz, S.L. (2000) Assessing the Impact of Internet Shopping on Store Shopping among Mall Shoppers and Internet Users. Journal of Shopping Center Research, 7, 27-43.

[53]   Heiman, A., McWilliams, B. and Zilberman, D. (2001) Demonstrations and Money-Back Guarantees: Market Mechanisms to Reduce Uncertainty. Journal of Business Res, 54, 71-84.
http://dx.doi.org/10.1016/S0148-2963(00)00181-8

[54]   Rogers, D.S. and Tibben-Lembke, R.S. (1999) Going Backwards: Reverse Logistics Trends and Practices. Reverse Logistics Executive Council, Reno.

[55]   Foscht, T. and Ernstreiter, K. (2013) Retaining or Returning (Some Insights for a Better Understanding of Return Behavior). International Journal of Retail and Distribution Management, 4, 113-134.
http://dx.doi.org/10.1108/09590551311304310

[56]   Forsythe, S.M. and Shi, B. (2003) Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research, 56, 867-875.
http://dx.doi.org/10.1016/S0148-2963(01)00273-9

[57]   Bauer, R.A. (1960) Consumer Behavior as Risk-Taking, Dynamic Marketing for Changing World. American Marketing Association, Chicago, 389.

[58]   Hsu, M.H. and Chiu, C.M. (2004) Predicting Electronic Service Continuance with a Decomposed Theory of Planned Behavior. Behavior and Information Technology, 23, 359-373.
http://dx.doi.org/10.1080/01449290410001669969

[59]   Zhao, H. and Li, Y. (2012) International Conference on Applied Physics and Industrial Engineering. Physics, 24, 1304-1310.

[60]   Jacoby, J. and Kaplan, L. (1972) The Components of Perceived Risk. Advances in Consumer Research, 12, 287.

[61]   Peter, J.P. and Tarpey, L.X. (1975) A Comparative Analysis of Three Consumer Decision Strategies. Journal of Consumer Research, 2, 215-224.
http://dx.doi.org/10.1086/208613

[62]   Brooker, G. (1984) An Assessment of an Expanded Measure of Perceived Risk. Association for Consumer Resources, 11, 439-441.

[63]   Schiffman, L.G. and Kanuk, L.L. (1994) Consumer behavior. Prentice-Hall, Englewood Cliffs.

[64]   Horton, R.L. (1976) The Structure of Perceived Risk: Some Further Progress. Journal of Academy of Marketing Science, 4, 694-709.
http://dx.doi.org/10.1007/BF02729830

[65]   Snoj, B., Korda, A.P. and Mumel, D. (2004) The Relationships among Perceived Quality, Perceived Risk and Perceived Product Value. Journal of Product and Brand Management, 13, 156-167.
http://dx.doi.org/10.1108/10610420410538050

[66]   Walter, Z., Gupta, A. and Su, B. (2006) The Sources of On-Line Price Dispersion across Product Types: An Integrative View of On-Line Search Costs and Price Premiums. International Journal of Electronic Commerce, 11, 37-62.
http://dx.doi.org/10.2753/JEC1086-4415110102

[67]   Xiao, B. and Benbasat, I. (2007) E-Commerce Product Recommendation Agents: Use, Characteristics and Impact. MIS Quarterly, 31, 137-209.

[68]   Morgan-Thomas, A. and Veloutsou, C. (2013) Beyond Technology Acceptance: Brand Relationships and Online Brand Experience. Journal of Business Resources, 66, 21-27.
http://dx.doi.org/10.1016/j.jbusres.2011.07.019

[69]   Jacoby, J. and Kaplan, L.B. (1972) The Components of Perceived Risk. Proceedings of the Annual Conference of the Association for Consumer Research, 10, 382-393.

[70]   Guda, V.N., Kerkhof, P. and Fennis, B.M. (2008) The Persuasiveness of Online Safety Cues: The Impact of Prevention Focus Compatibility of Web Content on Consumers’ Risk Perceptions, Attitudes and Intentions. Journal of Interactive Marketing, 22, 58-72.
http://dx.doi.org/10.1002/dir.20121

[71]   Ryan, G. and Valverde, M. (2005) Waiting for Service on the Internet: Defining the Phenomenon and Identifying the Situations. Internet Research, 15, 220-240.
http://dx.doi.org/10.1108/10662240510590379

[72]   Chang, D.S. and Wang, T.H. (2012) Consumer Preferences for Service Recovery Options after Delivery Delay with Shopping Online. Social Behavior and Personality: An International Journal, 40, 1033-1044.
http://dx.doi.org/10.2224/sbp.2012.40.6.1033

[73]   Chang, M.K., Cheung, W.M. and Lai, V.S. (2005) Literature Derived Reference Models for the Adoption of Online Shopping. Information and Management, 42, 543-559.
http://dx.doi.org/10.1016/j.im.2004.02.006

[74]   Anderson, R.E. and Srinivasan, S.S. (2003) E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20, 123-138.
http://dx.doi.org/10.1002/mar.10063

[75]   Oliver, R.L. (1997) Satisfaction: A Behavioral Perspective on the Consumer. The McGraw-Hill Companies, Inc., New York.

[76]   CNNIC (2012) China Internet Network Information Center. The 30th Statistical Report on Internet Development in China.
http://www.cnnic.com.cn/

[77]   Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988) SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.

[78]   Fornell, C. and Larcker, D. (1981) Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.
http://dx.doi.org/10.2307/3151312

[79]   Bagozzi, R.P. and Yi, Y. (1988) On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16, 74-94.
http://dx.doi.org/10.1007/BF02723327

[80]   Garson, D.G. (2008) Factor Analysis: Statnotes. Retrieved 15 October 2014, from NorthCarolina State University Public Administration Program.
http://www2.chass.ncsu.edu/garson/pa765/factor.htm

[81]   Dillon, T. and Reif, H.L. (2004) Factors Influencing Consumers Factors Influencing Consumers: E-Commerce Commodity Purchases Commerce Commodity Purchases. Information Technology, Learning, and Performance Journal, 22, 230-233.

 
 
Top