Key Factors Influencing Customer Satisfaction and Repurchase Intentions on Online Shopping Platforms in Chengdu, China
Keywords:
Online Shopping, Information Quality, Customer Support, Satisfaction, Repurchase IntentionAbstract
Purpose: This paper aimed to investigate the key factors that substantially impact online shopping satisfaction and repurchase intention of three majors at a university in Chengdu, China. Research design, data, and methodology: Information quality, system quality, benefits, customer support, packaging, trust, satisfaction, and repurchase intention were all interconnected in the conceptual framework. The researchers selected undergraduate students from three majors in the same college as the target university and collected 500 samples through questionnaires for quantitative research strategies. This paper adopts the multi-stage sampling strategy to collect data, using judgment and purposive sampling. Confirmatory factor analysis (CFA) and structural equation model (SEM) were used to analyze the data, and the model's goodness of fit, correlation validity, and reliability were tested for each variable. Results: Each variable proved to have significant direct or indirect effects on satisfaction and repurchase intention. Trust was the most significant and directly affected the dependent variable, and the second and third variables affecting satisfaction were benefits and information quality. In addition, satisfaction has a significant effect on repurchase intention. Conclusions: This study supplements the factors affecting online shopping satisfaction and repurchase intention from the perspective of impartial trust. It provides a more novel evaluation index of online shopping satisfaction and repurchase intention.
References
Abrar, K., Zaman, S., & Satti, Z. W. (2017). Impact of online store atmosphere, customized information, and customer satisfaction on online repurchase intention. GMJACS, 7(2), 2.
Alavi, M., Visentin, D. C., Thapa, D. K., Hunt, G. E., Watson, R., & Cleary, M. (2020). Chi-square for model fit in confirmatory factor analysis. Journal of Advanced Nursing, 76(9), 2209-2211. https://doi.org/10.1111/jan.14399
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707-733. https://doi.org/10.1108/IntR-05-2014-0146
Al-Mamary, Y. H., & Shamsuddin, A. (2015). Testing of the technology acceptance model in context of Yemen. Mediterranean Journal of Social Sciences, 6(4), 268-273. https://doi.org/10.5901/mjss.2015.v6n4s1p268
Awang, Z. (2012). Structural equation modeling using AMOS graphic (1st ed.). Penerbit Universiti Teknologi MARA.
Bao, Z., & Huang, T. (2018). Exploring stickiness intention of B2C online shopping malls: A perspective from information quality. International Journal of Web Information Systems, 14(2), 177-192. https://doi.org/10.1108/IJWIS-10-2017-0071
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
https://doi.org/10.1037/0033-2909.107.2.238
Bertram, D. (2007, November 2). Likert scales. https://www.researchgate.net/publication/237593283_Likert_Scales
Bilgihan, A., Nusair, K., Okumus, F., & Cobanoglu, C. (2015). Applying flow theory to booking experiences: An integrated model in an online service context. Information & Management, 52(6), 668-678. https://doi.org/10.1016/j.im.2015.05.005
Chang, D.-S., & Wang, T.-H. (2012). Consumer preferences for service recovery options after delivery delay when shopping online. Social Behavior and Personality: An International Journal, 40(6), 1033-1043. https://doi.org/10.2224/sbp.2012.40.6.1033
Chanthasaksathian, S., & Nuangjamnong, C. (2021). Factors influencing repurchase intention on e-commerce platforms: A case of GET application. International Research E-Journal on Business and Economics, 6(1), 1.
Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619
Chew, L. D., Griffin, J. M., Partin, M. R., Noorbaloochi, S., Grill, J. P., Snyder, A., Bradley, K. A., Nugent, S. M., Baines, A. D., & VanRyn, M. (2008). Validation of screening questions for limited health literacy in a large VA outpatient population. Journal of General Internal Medicine, 23(5), 561-566. https://doi.org/10.1007/s11606-008-0520-5
Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275. https://doi.org/10.1177/1094670505278867
Coppock, A., & McClellan, O. A. (2019). Validating the demographic, political, psychological, and experimental results obtained from a new source of online survey respondents. Research & Politics, 6(1), 205316801882217.
https://doi.org/10.1177/2053168018822174
DeLone, W. H., & McLean, E. R. (2004). Measuring e-commerce success: Applying the DeLone & McLean information systems success model. International Journal of Electronic Commerce, 9(1), 31-47. https://doi.org/10.1080/10864415.2004.11044317
Di̇ndar, A. (2023). Overview of online shopping through metaphors during the pandemic period. The Journal of Cognitive Systems, 8(1), 1-10. https://doi.org/10.52876/jcs.1318740
Dutta, B. (2016). Exploring the factors of consumer repurchase intention in online shopping. International Journal of Computer Science and Information Security, 14, 520-543.
Fang, Y., Chiu, C., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions: An integration of the WAS success model, trust, and justice. Internet Research, 21(4), 479-503. https://doi.org/10.1108/10662241111158335
García-Salirrosas, E. E., Acevedo-Duque, Á., Marin Chaves, V., Mejía Henao, P. A., & Olaya Molano, J. C. (2022). Purchase intention and satisfaction of online shop users in developing countries during the COVID-19 pandemic. Sustainability, 14(10), 6302. https://doi.org/10.3390/su14106302
Gómez, M., Martín‐Consuegra, D., & Molina, A. (2015). The importance of packaging in purchase and usage behaviour. International Journal of Consumer Studies, 39(3), 203-211. https://doi.org/10.1111/ijcs.12168
Ha, H.-Y., John, J., John, J. D., & Chung, Y.-K. (2016). Temporal effects of information from social networks on online behavior: The role of cognitive and affective trust. Internet Research, 26(1), 213-235. https://doi.org/10.1108/IntR-03-2014-0084
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. https://doi.org/10.1108/03090560310495456
Hilligoss, B., & Rieh, S. Y. (2008). Developing a unifying framework of credibility assessment: Construct, heuristics, and interaction in context. Information Processing & Management, 44(4), 1467-1484. https://doi.org/10.1016/j.ipm.2007.10.001
Hsu, H. W., Vavak, D. L., Satterlee, L. D., & Miller, G. A. (2006). A multienzyme technique for estimating protein digestibility. J. Food Sci., 42(5), 1269-1273.
Islam, M. J., & Sunil, A. (2023). Exploring the factors influencing purchasing intention of Bangladeshi consumers on e-commerce platform. Social Science Research Network, 2(3), 32-34.
Israel, G. D. (1992). Determining sample size. https://www.gjimt.ac.in/wp-content/uploads/2017/10/2_Glenn-D.-Israel_Determining-Sample-Size.pdf
Kottler, P., & Keller, K. L. (2009). Marketing management. Erlangga. https://www.uoguelph.ca/mcs/sites/uoguelph.ca.mcs/files/public/Advanced%20Marketing%20MCS%203000%20Course%20Outline%20-%20Fall%202010.pdf
Kumar, A., & Anjaly, B. (2017). How to measure post-purchase customer experience in online retailing? A scale development study. International Journal of Retail & Distribution Management, 45(12), 1277-1297. https://doi.org/10.1108/IJRDM-01-2017-0002
Lin, D., Lee, C. K. M., Siu, M. K., Lau, H., & Choy, K. L. (2020). Analysis of customers’ return behavior after online shopping in China using SEM. Industrial Management & Data Systems, 120(5), 883-902. https://doi.org/10.1108/IMDS-05-2019-0296
Lin, H.-F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management & Business Excellence, 18(4), 363-378. https://doi.org/10.1080/14783360701231302
Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: A holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919-940. https://doi.org/10.1108/09590550810911683
Ma, K. X., Mather, D. W., Ott, D. L., Fang, E., Bremer, P., & Mirosa, M. (2022). Fresh food online shopping repurchase intention: The role of post-purchase customer experience and corporate image. International Journal of Retail & Distribution Management, 50(2), 206-228. https://doi.org/10.1108/ijrdm-04-2021-0184
Mardia, K. V., Kent, J. T., & Taylor, C. C. (2024). Multivariate Analysis. Applied Statistics, 30(2), 178. https://doi.org/10.2307/2346391
Nguyen, L., Nguyen, T. H., & Tan, T. K. P. (2021). An empirical study of customers’ satisfaction and repurchase intention on online shopping in Vietnam. The Journal of Asian Finance, Economics and Business, 8(1), 971-983.
https://doi.org/10.13106/JAFEB.2021.VOL8.NO1.971
Otim, S., & Grover, V. (2006). An empirical study on Web-based services and customer loyalty. European Journal of Information Systems, 15(6), 527-541. https://doi.org/10.1057/palgrave.ejis.3000652
Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/ijrdm-03-2012-0034
Pedroso, R., Zanetello, L., Guimarães, L., Pettenon, M., Gonçalves, V., Scherer, J., Kessler, F., & Pechansky, F. (2016). Confirmatory factor analysis (CFA) of the crack use relapse scale (CURS). Archives of Clinical Psychiatry (São Paulo), 43(3), 37-40. https://doi.org/10.1590/0101-60830000000081
Peppard, J. O. E. (1998). Consumer purchasing on the Internet: European Management Journal, 16(5), 600-610. https://doi.org/10.1016/s0263-2373(98)00036-x
Polas, M. R. H., Tabash, M. I., Afshar, J. A., & Ahamed, B. (2022). Consumers’ sustainable online purchase behaviour during the COVID-19 pandemic: The role of relational benefit and site commitment. Foresight, 24(3/4), 476-503. https://doi.org/10.1108/FS-01-2021-0012
Rogers, E. M. (1995). Lessons for guidelines from the diffusion of innovations. The Joint Commission Journal on Quality Improvement, 21(7), 324-328. https://doi.org/10.1016/S1070-3241(16)30155-9
Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions - The case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136-1159. https://doi.org/10.1108/APJML-10-2016-0192
Santo, P. E., & Marques, A. M. A. (2021). Determinants of the online purchase intention: Hedonic motivations, prices, information, and trust. Baltic Journal of Management, 17(1), 56-71. https://doi.org/10.1108/BJM-04-2021-0140
Sarkisian, C., Prohaska, T., Davis, C., & Weiner, B. (2007). Pilot Test of an Attribution Retraining Intervention to Raise Walking Levels in Sedentary Older Adults. Journal of the American Geriatrics Society, 55(11), 1842-1846. https://doi.org/10.1111/j.1532-5415.2007.01427.x
Sarmento, R., & Costa, V. (2016). Confirmatory Factor Analysis -- A Case study. Researchgate, 4(5), 20-40.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research (pp. 587-632). Springer International Publishing.
https://doi.org/10.1007/978-3-319-57413-4_15
Sharma, G. P., Verma, R. C., & Pathare, P. (2005). Mathematical modeling of infrared radiation thin layer drying of onion slices. Journal of Food Engineering, 71(3), 282-286. https://doi.org/10.1016/j.jfoodeng.2004.10.004
Sheng, T., & Liu, C. (2010). An empirical study on the effect of e‐service quality on online customer satisfaction and loyalty. Nankai Business Review International, 1(3), 273-283. https://doi.org/10.1108/20408741011069205
Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In M. A. Lange (Ed.), Leading-edge psychological tests and testing research (pp. 27-50). Nova.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167. https://doi.org/10.1177/0092070300281014
Suhaily, L., & Soelasih, Y. (2017). What effects repurchase intention of online shopping. International Business Research, 10(12), 113-122. https://doi.org/10.5539/ibr.v10n12p113
Sun, Z., Zhao, H., & Wang, Z. (2021). How does group-buying website quality for social commerce affect repurchase intention? Evidence from Chinese online users. Asia Pacific Journal of Marketing and Logistics, 34(10), 2109-2129. https://doi.org/10.1108/APJML-04-2021-0231
Taghavi, M.-S., & Seyedsalehi, A. (2015). The effect of packaging and brand on children’s and parents’ purchasing decisions and the moderating role of pester power. British Food Journal, 117(8), 2017-2038. https://doi.org/10.1108/BFJ-07-2014-0260
Tan, K.-L., Hii, I. S. H., Lim, X.-J., & Wong, C. Y. L. (2023). Enhancing purchase intentions among young consumers in a live-streaming shopping environment using relational bonds: Were there differences between “buyers” and “non-buyers”?. Asia Pacific Journal of Marketing and Logistics, 36(1), 48-65. https://doi.org/10.1108/APJML-01-2023-0048
Tzeng, S.-Y., Ertz, M., Jo, M.-S., & Sarigöllü, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning, 39(4), 516-532.
Urban, G. L., Sultan, F., & Qualls, W. (1999). Design and evaluation of a trust-based advisor on the Internet. Research Gate, 1(2), 1-10.
Vasic, N., Kilibarda, M., & Kaurin, T. (2019). The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2). https://doi.org/10.4067/S0718-18762019000200107
Waqas, M., Rafiq, S., & Wu, J. (2023). Online shopping: A systematic review of customers’ perceived benefits and challenges during COVID-19 pandemic. Global Knowledge, Memory and Communication, ahead-of-print(ahead-of-print). https://doi.org/10.1108/GKMC-04-2023-0129
Wu, J. H., & Wang, Y. M. (2006). Measuring KMS success: A respecification of the DeLone and McLean’s model. Information & Management, 43(6), 728-739. https://doi.org/10.1016/j.im.2006.05.002
Xu, H., & Koronios, A. (2005). Understanding information quality in e-business. Journal of Computer Information Systems, 45(2), 73-82.
Yang, L., Shen, F., Zhang, L., Cai, Y., Yi, F., & Zhou, C. (2021). Quantifying influences of natural and anthropogenic factors on vegetation changes using structural equation modeling: A case study in Jiangsu Province, China. Journal of Cleaner Production, 280, 124330. https://doi.org/10.1016/j.jclepro.2020.124330
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through websites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375. https://doi.org/10.1177/009207002236911
Zhang, Y., & Ma, Z. F. (2020). Impact of the COVID-19 Pandemic on Mental Health and Quality of Life among Local Residents in Liaoning Province, China: A Cross-Sectional Study. International Journal of Environmental Research and Public Health, 17(7), 2381. https://doi.org/10.3390/ijerph17072381
Zhao, K., Shi, H., Zhang, Y. Y., & Sheng, J. (2021). Fresh produce e-commerce and online shoppers’ purchase intention. The Chinese Economy, 54(6), 415-429. https://doi.org/10.1080/10971475.2021.1890359
Zo, H., & Ramamurthy, K. (2009). Consumer selection of e-commerce websites in a B2C environment: A discrete decision choice model. IEEE Transactions on Systems, Man, and Cybernetics, Part A, 39, 819-839. https://doi.org/10.1109/TSMCA.2009.2018633
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Li Qing
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data, or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution License (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
