What motivates customers to repurchase online under social distancing?

Frontiers in Psychology

Psychology

Gumilang Widiatmo¹  Weishen Wu²  Dalianus Riantama³ 

[1] College of Management, Da-Yeh University, Changhua, Taiwan;Department of Information Management, Da-Yeh University, Changhua, Taiwan;Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia;

关键词: online repurchase intention;    social contingency;    performance confirmation;    effort confirmation;    customer perceived value;    habit;   

DOI  :  10.3389/fpsyg.2023.1155302

 received in 2023-01-31, accepted in 2023-03-23,  发布年份 2023

来源: Frontiers

【 摘 要 】

Global e-commerce is growing rapidly during the COVID pandemic. Previous research on customers' online shopping decisions rarely considered social distancing. To investigate customers' continued intention toward online purchases while socially isolated, we propose a framework based on the UTAUT model. A survey of 330 valid samples was collected through an online survey among internet users during a period of social distancing in Indonesia. Hypotheses were validated using a structural equation modeling approach. The results showed that social contingency is the most influential factor on customers' intention to repurchase online under social restriction conditions, followed by customer perceived value and other significant factors. The findings contribute to providing a new understanding of customers' online repurchase intentions when they are in a contingency situation.

【 授权许可】

Unknown   
Copyright © 2023 Wu, Widiatmo and Riantama.