From E-Quality and Brand Perceptions to Repurchase: A Model to Explain Purchase Behaviour in a Web-Store
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Fabiola Vásquez [1] ; Jorge Vera-Martínez [1]
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[1] Instituto Tecnológico y de Estudios Superiores de Monterrey
Instituto Tecnológico y de Estudios Superiores de Monterrey
México
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- Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 15, Nº. 3, 2020, págs. 20-36
- Idioma: inglés
- Enlaces
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Resumen
This study proposes an explanatory model of repurchase behaviour in web-stores introducing certain relationships not taken into consideration before. However, some established relationships are taken from the literature, such as that between web-store quality, satisfaction and trust. A detailed exploration of measurements was performed to design a structured questionnaire. With a sample of n=500 web-store buyers, a structural statistic model was developed to confirm the hypotheses that support the model. A high degree of determination for behavioural intentions was found, and a moderate one for repurchase. Contrasting with previous research, this model proposes product brand perception and store brand perception as predictors of trust and intentions in a web-store. As the final dependent variable, a multi-item measurement for repurchase is proposed, tested and discussed; this has not been attempted before for this kind of model.
