TITLE:
Relationship between Online Repurchase Intention and E-Satisfaction: Quantitative Research Study Based on Young People in Western Province in Sri Lanka
AUTHORS:
Anuruddika K. K. R. Jayathilaka
KEYWORDS:
Repurchase Intention, Online Repurchase Intention, E-Satisfaction, Sri Lanka
JOURNAL NAME:
Open Access Library Journal,
Vol.7 No.12,
December
16,
2020
ABSTRACT:
The purpose of this study is to identify the relationship between online repurchase intention and security, trust, ease of use (EOU) and privacy concerns mediated by e-satisfaction. Since there are few studies that explain online repurchase intention in developing countries. This study is based on Sri Lankan online shoppers. A survey method is used for respondents’ age between 18 - 32 years. To test the hypothesis of this study, a questionnaire is distributed to participants. The data are analyzed using SPSS software which is used to test the model and the hypothesis. The results showed that ease of use and privacy concerns are the factors that have the greatest impact on consumers’ buying behavior. In addition, online satisfaction is important for the group in this study and the results show that it impacts on the relationship between repurchase intention and other factors. This study presents the impact of security, trust, ease of use and privacy concerns on the online repurchase intention of the younger generation. Further, the mediation effect of e-satisfaction is also analyzed.