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The influence of e-customer Consumer

repurchase
satisfaction, e-trust and perceived intention in B2C
e-commerce
value on consumer’s repurchase
intention in B2C
e-commerce segment Received 31 March 2021
Revised 22 July 2021
27 August 2021
Miao Miao 5 September 2021
Accepted 8 September 2021
Business School, Yango University, Fuzhou, China
Tariq Jalees
Karachi Institute of Economics and Technology, Karachi, Pakistan
Syed Imran Zaman
Department of Business Administration, Jinnah University for Women, Karachi,
Pakistan and
School of Economics and Management, Southwest Jiaotong University,
Chengdu, China
Sherbaz Khan and Noor-ul-Ain Hanif
Department of Business Administration, Jinnah University for Women, Karachi,
Pakistan, and
Muhammad Kashif Javed
Sichuan University, Chengdu, China

Abstract
Purpose – This research study investigates the factors that influence e-customer satisfaction, e-trust,
perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It
investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase
intention. It also examines the moderating role of prior online experience.
Design/methodology/approach – Based on the adapted questionnaire, pre-recruited enumerators collected
the data from five leading business universities of Karachi. They distributed 425 questionnaires and received
415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM)
technique for data analysis.
Findings – We have tested 20 hypotheses, of which our results do not support five, including two direct, two
mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects
e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two
mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality
mediates customers’ service quality and repurchase intention. Our results do not support one moderating
relationship. Prior online experience moderates e-perceived value and repurchase intention.
Research limitations/implications – This research provides valuable information to the online retailers of
B2C e-commerce, which can help them make strategies based on their consumers’ behavior and encourage them
to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in
cross-cultural studies in different product categories.

This research is supported by the National Natural Science Foundation of China (Grant No. 72172129)
and National Social Science Foundation of China (Grant No. 20BSH103).
Asia Pacific Journal of Marketing
Note: All Authors contributed equally and share the first equal authorship rights. and Logistics
Declarations: All authors declare that they do not have any conflict of interest. It is declared that any © Emerald Publishing Limited
1355-5855
animal or human testing is neither applicable nor relevant for this study. DOI 10.1108/APJML-03-2021-0221
APJML Originality/value – We have examined the moderating effect of prior online experience between
(e-satisfaction, e-trust and perceived value) on the repurchase intention.
Keywords e-Customer satisfaction, e-Trust, Perceived value, Repurchase intention, Business to consumer,
PLS-SEM
Paper type Research paper

Introduction
Internet in the present era is accessible to a large population. Consequently, its usages in the
recent past have increased significantly. In 2017, the number of Internet users was over 4
billion, 577% more than the year 2000. According to an estimate, the internet users as of 2021
are 4.66 billion, of which 92.6% access the Internet via mobiles. The aggregate share of Asian
internet users is 50.3% (Internet World Stats, 2020). With the high accessibility of the internet,
the growth of e-shops has also increased significantly. According to an estimate, the aggregate
sales of online platforms were $1.8 billion in 2018, which increased to $2.8 in the subsequent
year. Researchers believe that it will reach $4.8 trillion by 2021 (Farooq and Qureshi, 2020).
All the buying, selling and exchanging valuable data on an electronic platform are
considered electronic commerce. Electronic platforms like Business-to-Consumer (B2C)
directly sell the product and services to potential e-buyers. The growth in e-commerce has
empowered consumers. They now can buy products online or through a conventional brick-
and-mortar store (Hult et al., 2019). Initially, the consumers were reluctant to do online
shopping. They were afraid of disclosing their personal and bank-related information to
online shopping forums. Also, consumers were not sure whether they would receive the
desired products or not. However, consumers’ confidence in online shopping in recent years
has increased significantly, and many consumers believe that it is a cost-saving and efficient
method of shopping.
A sustainable relationship between e-customers and e-business depends on the quality of
services throughout the buying process. At the same time, businesses are trying to retain
customers as it gives them an edge over their competitors. Online stores, like conventional
stores, tend to deliver more than what they promise to customers, resulting in customer
satisfaction and repurchase intention (Kotler and Armstrong, 2010). Besides other factors,
e-customers satisfaction depends on the quality of the product’s information on the web page
and the complete transaction process (Lee and Lee, 2019). For evaluating e-customer
satisfaction, different researchers use different tools. The availability of user-friendly
electronic gadgets such as tablets, smartphones and Internet connections with high
connectivity allows consumers to spend more time on the Internet (Jiang et al., 2019). Given
the huge potential in online shopping, new online shops are emerging, and traditional stores
are now selling conventionally and online.
E-commerce came into Pakistan in 1999. Some early entrants like “homeshopping.pk”
“zameen.com,” and “pakwheels.com” are doing good business. Pakistan’s electronic commerce
industry earned approximately PKR 99.3 billion, with a growth rate of 92% compared to
2017, PKR 51.8 billion (KCCI Research and Development Department, 2019). Many studies are
available on e-Commerce, but most have taken a narrow perspective with seven or eight
relationships (Pizzi et al., 2019; Lombart et al., 2020; Imran et al., 2018). There is a need for
studies with a holistic approach. Thus, we have developed a conceptual framework with 20
hypotheses, including seven indirect and three moderating.
Past studies have examined the effect of shopping orientations or their factors on
purchase intention (Yew and Kamarulzaman, 2020; Miao et al., 2019). Also, many studies have
examined the association between trust, satisfaction and perceived value (Suhartanto et al.,
2018). We argue that shopping orientations would moderate these factors and repurchase
intention. Therefore, we have examined moderating impact of prior online experience on
these factors (i.e. e-satisfaction, e-trust and perceived values) and repurchase intention.
The objectives of the study Consumer
(1) To examine the antecedents of e-customer satisfaction, e-trust, perceived value and repurchase
their direct relationships. intention in B2C
(2) To examine the mediation effect of the antecedents of e-customer satisfaction, e-trust e-commerce
and perceived value on online repurchase intention.
(3) To examine the moderating effect of prior online experience on repurchase intentions.

Repurchase intention
E-repurchase intention is the consumer’s plan to repurchase in the future from the same
retailer (Javed and Wu, 2020). Another researcher has defined it as the probability that
consumers will repeatedly purchase services and products with the same e-retailer (Quan
et al., 2020). Researchers also refer to customer repurchasing as loyalty since it significantly
impacts electronic commerce’s success. In electronic commerce, loyalty is customers’
intention to buy again with the same establishment they had bought previously. Previous
research has suggested that essential factors that affect e-loyalty are e-satisfaction and
e-trust (Mahadin et al., 2020). Various theoretical models have conceptualized, measured and
investigated repurchase intention (loyalty) (Ali Abumalloh et al., 2020). Similarly, consumers’
positive intentions to purchase products or services, purchase and repurchase intentions are
linked with trust (Javed and Wu, 2020).

Theory development and literature review

Theory of reasoned action (TRA)
Ajzen and Fishbein introduced the theory of reasoned action in 1980. Subjective norms,
behavioral intention and attitude are three beliefs that influence a person’s behavior (Fishbein
and Ajzen, 1980; Jiang et al., 2019). The TRA is mainly used to anticipate a person’s behaviors
and willingness to act in a particular manner (Yeo et al., 2017). The limitations of TRA are:
(1) TRA usefulness is limited to those behaviors which are under the control of individuals. (2)
It assumes all the individuals are rational and their decision-making process is systematic
(Ajzen, 1991). Given these limitations, the authors added another variable perceived control
behavior and renamed it as the theory of planned behavior (TPB).

Theory of planned behavior (TBP)

TPB is an extension of TRA. In TPB theory, a persons’ intention is a sign of their willingness
and efforts to act, which strongly predicts their actual behavior (Ajzen, 1991). TPB belongs to
the psychological field, but marketing scholars have widely adopted and used it in recent
studies (Si et al., 2020; Yadav and Pathak, 2017; Elahi et al., 2021; Jiang et al., 2018). The
limitations of TPB are: (1) It assumes that individuals have time and resources to adopt desire
behaviors. (2) There are other factors such as mood, threat, fear that affect individual
behaviors. The TPB does not consider these factors in behavioral intention. (3) It assumes
intention and actual behavior have a linear relationship, and the behavior does not change,
which is not always true. (4) The theory does not state the time frame between intentional and
actual behavior.

The unified theory of acceptance and use of technology (UTAUT)

In TAM (technology acceptance model), UTAUT is the most recent and modern model
(Wang, 2015). This theory combines eight significant models and theories of user adoption,
like TPB, TAM and Theory of Diffusion of Innovation (DOI) (Marinkovi
c et al., 2020).
APJML Some of the limitations of the models are as follows: The Theory has 41 independent variables
predicting intentions and about eight variables predicting behavior. This complexity has
created more confusion in explaining the phenomenon. A unified theory explaining the
phenomenon would be more desirable. (2) The theory is less parsimonious than the TAM
model. (3) Grouping the constructs is an issue as the theory has combined several factors
irrationally to reflect psychometric construct (Van Raaij and Schepers, 2008).

Conceptual framework and hypothesis development

Based on the above theories and theoretical discussion (in the following sections), we have
proposed a model with 20 hypotheses, including ten direct, seven indirect and three
moderating. The conceptual framework presented in Figure 1 shows the developed
hypotheses.

e-Customer satisfaction and repurchase intention

Satisfaction is consumers’ judgment about the delivered goods and services. Consumers’
positive experiences motivate them to repurchase the product. In marketing literature, it is
the most examined construct. Many researchers have repeatedly emphasized that firms that
can satisfy their customers would retain them and attract new ones, Quan et al. (2020) and
other researchers have concluded that customer satisfaction, customer retention and
repurchase intention are positively correlated. Extant literature suggests that it is more
expensive to attract new customers than retaining old ones. Thus, firms spend considerable
resources on service quality and ensuring that their customers are satisfied with them. A
highly satisfied customer is not price-sensitive and ignores random bad experiences of goods
and services (Rodr
ıguez et al., 2020).
Mahadin et al. (2020) believe that consumer satisfaction is necessary for repurchase
intention and promotes a sustainable relationship with customers. Ali Abumalloh et al. (2020)

Prior online
Experience
Web Design

Information
Quality E-Satisfaction

Delivery
Service

Security
Repurchase
E-Trust Intention
Customer
Service Quality

Perceived Fair
Price
Perceived
Figure 1. Value
Conceptual framework Perceived Risk
also found that customers satisfaction promotes online purchase intention. Thus, they believe Consumer
that an efficient online administration promotes positive social expectations, leading to online repurchase
purchase intention. Miao et al. (2019) has concluded that customer satisfaction, customers
loyalty and website success are positively correlated.
intention in B2C
e-commerce
H1. e-Customer satisfaction positively influences repurchase intention.

Website’s design and e-customer satisfaction

The website is the first contact of consumers and retailers. Customers, while browsing social
media, are exposed to hundreds of websites. They only access appealing aesthetic design,
which reduces customers’ search costs. Customers are satisfied with user-friendly websites
that efficiently process their online orders (Hult et al., 2019).
A web design with an overall aesthetic appeal motivates consumers to stay with it rather
than move to another website (Hilligoss and Rieh, 2008). Many past studies found a positive
association between web design and customer satisfaction (Kaya et al., 2019). A comparative
study on Asian and Australian students found that 87% of the Australian students are
satisfied with web designs aligned with their culture compared to 70% of Asian students.
Another study on website satisfaction found that the respondents of Canada, the USA,
Germany and Japan have low satisfaction with the local websites and a high preference for
foreign websites. Cyr et al. (2005) emphasize that a website is accessed globally by customers
of diversified cultures. Therefore, it is not feasible to make a universal appealing website. It
would be more appropriate to develop culturally and customer-specific sites. Similarly, CYR
(2008), based on three country samples, concluded that the website elements (i.e. visual
design, navigation design and information design) would appeal to consumers if they align
with their cultures. Many studies have endorsed a significant association between web design
and culture (Cyr et al., 2005).
H2. The website’s design positively influences e-customer satisfaction.
H3. e-Customer satisfaction mediates the website’s design and repurchase intention.

Information quality and e-customer satisfaction

Conventional shopping allows consumers to touch and feel the products. However, in online
transactions, consumers’ perceptions and attitudes toward the products depend on the
websites’ displayed information. From the consumers’ perspective, information quality
includes accuracy, relevancy and completeness (Patrada and Andajani, 2021). Many past
studies have documented that websites with good information quality promote satisfaction
(Lai et al., 2020). Despite the extensive research, we do not have a universal definition of
information quality. For example, Taylor and Taylor (1986) think that the quality of
information depends on what consumers are seeking. It is good quality information if it aligns
with consumers’ desire; otherwise, it is not. Hilligoss and Rieh (2008) stress that the quality of
information is consumer-specific and subjective. Thus if the information displayed on the
web page meets consumers’ expectations, they would be delighted and develop positive
buying behavior (Lai et al., 2020).
Despite the different definitions of information quality, most researchers agree that
information quality is an essential predictor of e-satisfaction (Colby and Parasuraman, 2003).
Researchers believe that websites with clear, current and accurate information would
generate favorable consumers’ attitudes toward the products (Patrada and Andajani, 2021).
Hilligoss and Rieh (2008) argue that the web page’s information quality helps consumers
evaluate the products and motivate them to buy them. Similarly, the literature suggests that
APJML the quality of health websites enhances customer satisfaction and promote sustainable
customer relationship (Lai et al., 2020).
H4. Information quality positively influences e-customer satisfaction.
H5. e-Customer satisfaction mediates information quality and repurchase intention.

Delivery service and e-customer satisfaction

E-delivery service is “services delivered via an electronic medium (usually the Internet) and
comprising transactions initiated and largely controlled by the consumer” (Colby and
Parasuraman, 2003). The e-delivery service differs from the traditional delivery system. In
e-delivery, consumers’ communication and interaction with the online forums through the
web and internet. Thus, it is less interactive than a traditional call center. E-service not only
can increase profit but also improve efficiency (Annaraud and Berezina, 2020). Many
researchers believe that customer satisfaction and retention have become a challenge for
online shopping forums. Customers demand better service and are less tolerant of websites
(Hult et al., 2019). Thus good quality service is essential for gaining a competitive edge over
competitors (Khan et al., 2019).
Al-Hawary and Al-Smeran (2017), based on a 300 sample of Jordanian banking customers,
concluded that e-service quality promotes e-satisfaction. Similarly, another study found that
the e-service quality promotes “satisfaction, intention, retaining customers and the firm’s
financial position.” Thus, for developing a sustainable relationship with customers, the firms
should focus on pre-delivery and post-delivery aspects (Patrada and Andajani, 2021).
Annaraud and Berezina (2020) found a causal relationship between e-quality and
e-satisfaction. Many studies believe that e-quality is the main factor that affects customers’
satisfaction. Therefore, e-shoppers should focus on e-quality to promote customer trust and
increase profitability and sustainability. Zeithaml (1988) attempted to explain the association
between service and quality based on the “mean-ends-chain” theory. The theory assumes that
once a consumer is satisfied with a certain level of serviced quality, he expects a higher level
of service in subsequent purchases. Extant literature also suggests service quality,
satisfaction and purchase intention are highly correlated. Besides other factors, firms with
sustainable growth focused on these aspects (Khan et al., 2019).
From customers’ perspectives, timely delivery is essential. Consumers are not satisfied
with organizations whose delivery system is not prompt and accurate (Annaraud and
Berezina, 2020). Kaya et al. (2019) believe that failed or delayed delivery adversely affects
customer satisfaction, firms’ reputation and impedes the sustainable relationship between a
firm and customers. Delays in a delivery system often happen. Some are due to an error from a
firm’s perspective, while others are beyond its control. Extant literature suggests that if a firm
keeps customers in the dark, they will be unhappy. Also, customers appreciate firms that
keep them updated on delays in shipment. Firms use different software which updates the
customers on their delivery status. Such software and information promote customer
satisfaction and purchase intention (Annaraud and Berezina, 2020).
H6. Delivery service positively influences e-customer satisfaction.
H7. E-customer satisfaction mediates delivery service and repurchase intention.

e-Trust and repurchase intention

Trust is consumers believe that all the parties in the exchange transaction would fulfill their
promised obligations (Dhingra et al., 2020). Mutual trust is essential for any transaction. It is
more important in online shopping because of increased web page scams (Zhu et al., 2019).
Annaraud and Berezina (2020) argue that trust is more critical in e-marketing because buyers Consumer
and sellers do not face each other while trading. Consumers in online shopping have to repurchase
disclose several personal- and bank-related information; therefore, they are very cautious
while dealing with online sellers. Consumers deal with online shops with a reputation for not
intention in B2C
disclosing their information (Javed and Wu, 2020). e-commerce
Dhingra et al. (2020) believe that trust helps consumers make favorable decisions. Trust is
a multidimensional construct comprising beliefs and intentions to beliefs. Trust has a
different perspective in online shopping since it is a relationship between human beings and
machines or online systems. Zafar et al. (2020) argue that lack of trust discourages consumers
from going on online forums. Thus, the online platforms on whom consumers have more trust
would be more successful than others. Many past studies have documented that the trust
element is vital in B2C shopping (Dhingra et al., 2020; Zhu et al., 2019). Thus web shopping
platforms can convince consumers that reputation and trustworthiness would develop a
sustainable relationship.
H8. e-Trust stimulates repurchase intention.
In digital marketing, the security and privacy of customers’ information are essential.
Virtual firms collect banking information and other personal data for exchange transactions
and developing market-related strategies (Dhingra et al., 2020). Some businesses share this
information with their partners, while others sell it. Many past studies have documented
that data security, directly and indirectly, affects e-trust and purchase intention
(Wolfinbarger and Gilly, 2003). Consumers expect that digital marketers are explicit and
clear on collecting information, what types of information they need and how they use the
collected data. Thus, the corporate business view and individual view are mutually
exclusive. Extant literature suggests a need to arrive at a solution beneficial to businesses
and individuals, which many have referred to as “consumer-centric privacy” (Colby and
Parasuraman, 2003).
Consumer security concerns affect e-trust and purchase intention. Online shopping
forums have developed various online technical components, “including cryptography,
digital signatures and certificates.” Due to these technical components, consumers are now
less worried about security and hacking. Consequently, it has improved consumers’ trust and
purchase intention toward online shopping (Zhu et al., 2019). Researchers also believe that
online shopping depends on consumers’ perception of security risk rather than the objective
security risk. Thus, online platforms, besides improving security, have to improve
consumers’ security perception.
H9. Security/privacy positively influences e-trust.
H10. e-Trust mediates security/privacy and repurchase intention.

Customer service quality and e-trust

From a customers’ perspective, service is their subjective assessment of delivered goods and
services (Javed and Wu, 2020). Many past studies have documented that service quality
promotes trust and purchase intention. Both conventional and virtual stores spend
considerable resources on service quality. Extant literature suggests service quality, e-trust
and sustainability are highly associated. Service quality and e-trust also have a bi-directional
association (Patrada and Andajani, 2021). Dhingra et al. (2020) also believe that e-service
quality is consumers’ assessment and evaluation of delivered services. At the same time, it
promotes profitability, retention and behavioral intention. Patrada and Andajani (2021) have
concluded that service quality is a critical precursor to e-trust and consumer buying decisions
based on empirical evidence.
APJML A firm success and failure are significantly associated with service quality. Patrada and
Andajani (2021) stress that e-service quality has a direct impact on customer trust.
Consumers generally visit sites they trust. Thus service quality and e-trust have a bi-
directional relationship. CYR (2008) argues that all the sub-dimensions of service quality,
directly and indirectly, affect customer satisfaction and trust.
H11. Customer service quality positively influences e-trust.
H12. e-Trust mediates customer service quality and repurchase intention.

Perceived value and repurchase intention

Extant literature has documented that perceived value is a significant precursor of
repurchase intention (Gligor and Bozkurt, 2020). Perceived value is consumer perception of
goods and services, and it is an essential aspect of the exchange transaction. Micu et al. (2019)
believe that perceived value is consumers’ perceptual gap between what they pay (price and
sacrifice) and what they get (quality, benefits and utility). A positive gap promotes
repurchase intention, and a negative gap impedes purchase intention. Thus, customer value
perception promotes exchange transactions. At the same time, the actual product value is
subordinate to consumer value perception (Micu et al., 2019). Consumer value perception
develops over a while. Therefore, a constituency in the quality of goods and services is
essential.
Extant literature shows that perceived value plays a vital role in exchange transactions
(Dhingra et al., 2020; Zhu et al., 2019). Perceived value is essential both in offline and in online
shopping. Firms offer different promotions and discounts in online and offline marketing,
which subtly increase consumers’ value perception and stimulate positive buying behavior
(Micu et al., 2019). Time-saving is critical for many consumers in grocery shopping. When an
online shopping platform reduces consumer’s shopping time, it increases their value
perception and promotes a sustainable relationship with consumers (Gligor and
Bozkurt, 2020).
H13. Perceived value positively influences repurchase intention.

Perceived price fairness and perceived value

Consumers’ price perspective is what they give up or sacrifice to obtain goods and services
(Zeithaml, 1988). Consumers often align price with quality. Price fairness is “a consumer’s
assessment and associated emotions of whether the difference (or lack of difference) between
a seller’s price and the price of a comparative other party is reasonable, acceptable, or
justifiable” (Gligor and Bozkurt, 2020). Thus, price fairness is consumers’ subjective
judgment about the prices of goods and services.
Equity theory also explains price fairness. The theory states, “Parties involved in social
exchanges compare with each other the ratios of their inputs into the exchange to their
outcomes from the exchange” (Chiu and Cho, 2019). The principle of dual entitlement
provides a theoretical foundation for a fair price. The theory assumes that the buyer is
entitled to “fair price and seller to a fair profit.” When consumers find a good and service price
fair, their value perception will enhance and develop positive buying behavior. On the other
hand, when consumers believe that the price is unfair, their value perception and purchase
intention decrease (Rodr
ıguez et al., 2020).
H14. Perceived price fairness positively influences perceived value.
H15. Perceived value mediates perceived price fairness and repurchase intention.
Perceived risk and perceived value Consumer
When consumers purchase a good and service, they perceive that the transaction may result repurchase
in a loss. This loss could be financial or product-related. Thus perceived risk is “consumer’s
doubts and negative perceptions about the behavior or activity” (Mortimer et al., 2020).
intention in B2C
Rodr
ıguez et al. (2020) define perceived risk as to the customers’ expectations of losses while e-commerce
buying goods and services. Researchers believe that consumers’ decision-making processes,
post–purchase behaviors and their relationship with the organization are affected by
perceived risk.
On the other hand, perceived value is the “variance between what a customer gives and
what he gets in return.” There are different approaches for measuring perceived value. For
example, Kotler and Armstrong (2010) believe that “cost and benefits” determine perceived
value. At the same time, Dhingra et al. (2020) believe perceived value is a “trade-off between
perceived quality and sacrifice based on price”. When customers believe that they got more in
return, their value perception would be higher. Past empirical models of antecedent to
perceived values have primarily focused on the benefit and sacrifice at the time of purchase
(Mortimer et al., 2020). Consumers, while making purchase decisions, compare the risks and
perceived value of the goods and services. If the perceived risk is low and the value is high,
they would be satisfied and develop positive buying behavior (Mortimer et al., 2020).
H16. Perceived risk positively influences perceived value.
H17. Perceived value mediates perceived risk and repurchase intention.

Prior online experience

Consumer online buying behavior depends on three factors (i.e. stimulus, background and
experience) (Naseri, 2021). Online shopping is comparatively a new activity in comparison to
conventional shopping. Therefore, most customers still perceive it as a risker venture (Dash
et al., 2021). Thus, only experiencing online ventures may help consumers to trust and engage
in online shopping. Many studies have concluded that consumer past online experiences
affects their future behavior. In online shopping, consumers evaluate their past experiences in
terms of various factors, including “product information, a form of payment, delivery terms,
service offered, the risk involved, privacy, security, personalization, and visual appeal.”
Online shopping has significantly increased as more customers have experienced it (Naseri,
2021). Extant literature has documented that customers with prior online shopping
experience are actively involved in online shopping. Thus, customer’s inclination toward
online purchases increases with the increased experience.
On the other hand, consumers with little or no experience would have a low inclination to
do online shopping (Ventre and Kolbe, 2020). Literature suggests that consumers initially
make small purchases, and each purchase positively affects their trust, satisfaction and
perceived value, consequently leading toward purchase intention (Liu and Li, 2019).
Consumers are risk-averse. Therefore, consumers who have not shopped online would avoid
it. At the same time, consumers who have pleasant experiences of online shopping would
frequently do online shopping. Most of the past studies assert that prior experience has a
positive impact on online shopping. Past studies have also examined the impact of experience
on satisfaction, trust and perceived values. Given this theoretical discussion, we argue that
past online experience would moderate the factors (i.e. trust, satisfaction and perceived
values) and repurchase intention (Yin et al., 2019; Liu and Li, 2019).
H18. Prior online experience moderates e-satisfaction and repurchase intention.
H19. Prior online experience moderates e-trust and repurchase intention.
APJML H20. Prior online experience moderates e-perceived value and repurchase intention.

Methodology
Data collection and procedure
The study’s sample size was 387, calculated at 95% confidence level and 5% margin of error.
We have targeted the leading business universities of Karachi because the students in these
universities have prior experience in online shopping. The authors recruited six enumerators
who visited the target universities and collected the data. The enumerators distributed 425
questionnaires and received 415 questionnaires, which is an acceptable response rate.

The stimulus for the study

Many past online studies have obtained the respondents’ opinions without mentioning
stimulus, while others have collected respondent opinions based on the stimulus. The current
study has used fashion wear as a stimulus. We selected fashion wear as a stimulus because
young adults attending business school have a high inclination toward it.

Common method bias

Common method bias occurs due to the variations in survey responses because of the study
instrument (Podsakoff et al., 2003). Thus, the study reduced the chances of the common
method biases by following the required protocol. It includes building the conceptual
framework based on theoretical grounding and adapting the established scales and
measures. We then again ascertained the validity and reliability of the questionnaire on the
current data set (Podsakoff et al., 2003).

Questionnaire design
The questionnaire used in the study has two parts. Part one relates to demographic data,
which we measured on a nominal scale. The second part of the questionnaire relates to the
main study. It has 12 factors and 36 items measured on a five-point rating scale. One is
measuring strongly disagreement and five highly agreement.

Scales and measurements

We have taken all the constructs used in the study from earlier studies. Table 1 shows the
details about the construct’s sources and the number of items. Moreover, the complete
questionnaire is attached as Appendix.

References Items

Customer service quality Parasuraman et al. (2005) and Woffinger and Gilly (2003) 3
Delivery service Liu et al. (2008) and Wolfinbarger and Gilly (2003) 3
E-satisfaction Vasi
c et al. (2019) 3
E-trust Doney and Cannon (1997) 3
Information quality Vasi
c et al. (2019) 3
Perceived price fairness De Toni and Mazzon (2013) 3
Perceived risk Jarvenpaa et al. (2000) 3
Perceived value De Toni et al. (2018) 3
Repurchase intention Mittal et al. (1998) 3
Table 1. Security Vasi
c et al. (2019) 3
Summary of Prior shopping experience Ling et al. (2010) 3
questionnaire Web design Wolfinbarger and Gilly (2003) and Kim and Stoel (2004) 3
Respondent’s characteristics Consumer
The pre-recruited enumerators visited the five leading private business universities, repurchase
distributed 425 questionnaires and received 415 questionnaires. The respondents’ profile is
depicted in Table 2.
intention in B2C
Of the 415 respondents, 59% were female and 41% were male. In terms of age, we found e-commerce
9% of respondents are below 20 years, 45% respondents in the age bracket 21–30 years, 36%
respondent age range from 31 to 40 years, 7% respondent age range from 40 to 40 years and
4% respondent are at least 50 years old. Educational stratification shows that 70% of the
respondents pursue bachelor’s degrees, 18% master’s degrees and 12% post-graduation
degrees. The employment demographic suggests that 60% of the respondents are full-time
students and are not working. 25% of students are working part-time and 15% are full-time.
Marital status suggests that 66% of the respondents are single, and 34% are married. In
terms of monthly income, we found 5% of the respondents’ household income is up to
Rs. 50,000, 25% of respondents’ household income range from Rs. 50,001 to Rs. 75,000, 46% of
students’ households is from Rs. 75,001 to Rs. 100,000. Moreover, the rest, 24% of

Characteristics Frequency Percentage (%)

Gender
Male 203 41
Female 212 59
Age
Under 20 35 9
21–30 187 45
31–40 149 36
40–50 28 7
Above 50 15 4
Level of education
Bachelor students 289 70
Master students 67 18
Postgraduate 31 12
Employment status
Not working 249 60
Working part-time 104 25
Working full time 62 15
Marital status
Single 274 66
Married 141 34
Household income
Up to Rs. 50,000 21 5
Rs. 50,001–75,000 104 25
Rs. 75,001–100,000 191 46
Rs. 100,000 plus 100 24
Where does the respondent mostly shop?
Daraz.pk 286 69
Yayvo.com 8 2
Homeshopping.pk 11 3
Goto.com.pk 20 5
Tele mart 6 2 Table 2.
Others 83 20 Respondent profile
APJML respondents’ house hole income is Rs. 100,000/plus. Most of the respondents 69% shop on
daraz.pk and 21% in other shopping forums, including Goto.com and tele.mart.

Results
Descriptive analysis
The study in this section has examined the internal consistency and the convergent validity,
summarized in Table 3.
The results show that the highest Cronbach’s alpha values are perceived risk
(Mean 5 4.000, α 5 0.900), and the lowest is for security (Mean 5 3.780, α 5 0.776),
suggesting acceptable internal consistency of the constructs on the data set collected from
Karachi, Pakistan (Mohajan, 2017). The results also show that all the composite values are
greater than 0.70, and the AVE values are higher than 0.60, confirming that the constructs do
not deviate from the requirements of convergent validity (Sarstedt et al., 2019).

Discriminant validity
The study has used Fornell and Larcker (1981) criteria for assessing discriminant validity.
The summary of the results is illustrated in Table 4.
The results show that the square root of AVE values are higher than the Pearson
Correlation values, suggesting that the constructs used in the study are unique and distinct
(Fornell and Larcker, 1981).
The study has proposed ten direct seven mediating and three moderating hypotheses. The
study tested the hypotheses by bootstrapping. The results related to hypotheses are
illustrated in Table 5, and measurement and structural models in Figures 2 and 3.
Our results support all the direct hypotheses except the following two (1) delivery service
affect e-satisfaction (β 5 0.009, t 5 0.266, p > 0.05) and (2) customer services quality effect
e-trust (β 5 0.085, t 5 1.733, p > 0.95). Of the seven mediating hypotheses, our results do not
support the following two hypotheses: (1) e-satisfaction mediates delivery services and
repurchase intention (β 5 0.01, t 5 0.257, p > 0.05) and (2) service quality mediates customers’
service quality and repurchase intention (β 5 0.001, t 5 1.255, p > 0.05). Similar to the three
moderating relationships, our results do not support the following moderating relationship.
Prior online experience moderates e-perceived value and repurchase intention (β 5 0.0.,
t 5 0.69, p > 0.05).

Discussion
Our study found that e-satisfaction stimulates repurchase (H1), which is in line with earlier
studies (Quan et al., 2020). Consumers’ satisfaction is necessary for the growth and

Cronbach’s alpha Mean Composite reliability AVE

Customer service quality 0.848 4.071 0.908 0.908

Delivery service 0.904 3.987 0.933 0.933
E-satisfaction 0.896 3.790 0.928 0.928
E-trust 0.824 4.002 0.919 0.919
Information quality 0.780 3.889 0.857 0.857
Perceived price fairness 0.808 3.999 0.887 0.887
Perceived risk 0.900 4.000 0.938 0.938
Perceived value 0.884 4.015 0.915 0.915
Repurchase intention 0.863 4.005 0.902 0.902
Security 0.776 3.780 0.869 0.869
Table 3. Prior shopping behavior 0.871 3.569 0.912 0.912
Descriptive analysis Web design 0.864 3.775 0.907 0.907
 CSQ DS E-SAT E-TR IQ PPF PR PV RPI SC SO WD

Customer service quality 0.876

Delivery service 0.439 0.882
E-satisfaction 0.504 0.381 0.874
E-trust 0.371 0.532 0.429 0.922
Inform. quality 0.304 0.455 0.337 0.475 0.775
Per. Price fairness 0.477 0.594 0.405 0.476 0.399 0.851
Perceived risk 0.415 0.678 0.361 0.515 0.427 0.589 0.913
Perceived value 0.436 0.784 0.416 0.465 0.450 0.588 0.718 0.827
Rep. Intention 0.631 0.594 0.633 0.484 0.386 0.590 0.588 0.584 0.806
Security 0.706 0.489 0.654 0.464 0.385 0.525 0.467 0.506 0.740 0.830
Prior one line Exp 0.519 0.577 0.602 0.463 0.369 0.565 0.574 0.566 0.690 0.664 0.850
Web design 0.597 0.615 0.600 0.559 0.437 0.687 0.600 0.608 0.793 0.716 0.764 0.842
e-commerce
intention in B2C
repurchase
Consumer

Discriminant validity
Table 4.
APJML B T stat P values Results

E-satisfaction → repurchase intention (H1) 0.057 9.341 0.000 Accepted

Web design → E-Satisfaction (H2) 0.564 19.960 0.000 Accepted
Web design → E-Sat. → Rep. Intention (H3) 0.032 7.574 0.000 Accepted
Information quality → E-Satisfaction (H4) 0.094 3.241 0.001 Accepted
Inform. Quality → E-Sat. → repurchase Inten. (H5) 0.005 3.135 0.002 Accepted
Delivery service → E-Satisfaction (H6) 0.009 0.266 0.798 Rejected
Delivery service → E-Sat. → repurchase Inten. (H7) 0.001 0.257 0.798 Rejected
E-trust → repurchase intention (H8) 0.015 2.895 0.003 Accepted
Security → E-Trust (H9) 0.242 2.985 0.002 Accepted
Security → E-Trust → repurchase intention (H10) 0.004 2.011 0.045 Accepted
Customer service quality → E-Trust (H11) 0.085 1.733 0.074 Rejected
Cust. Service Qual, → E-Trust → Rep. Inten. (H12) 0.001 1.255 0.210 Rejected
Perceived Value → repurchase intention (H13) 0.025 4.917 0.000 Accepted
Perceived Price Fairness → Perceived Value (H14) 0.558 10.255 0.000 Accepted
Per. Price Fair. → Per. Value → Repur.Inten. (H15) 0.006 4.472 0.000 Accepted
Perceived Risk → Perceived Value (H16) 0.568 23.410 0.000 Accepted
Per. Risk → Per. Value → repurchase Inten. (H17) 0.014 4.932 0.000 Accepted
E-sat → prior online Exp. → repurchase Inten. (H18)* 0.010 2.160 0.005 Accepted
E-trust → prior online Exp. → repurchase Inten. (H19)* 0.018 4.447 0.000 Accepted
Table 5. E-Per. Value → prior online Exp. → Repur. Inten. H20* 0.000 0.069 0.949 Rejected
Hypothesis results Note(s): *Moderating relationships

sustainability of firms. Thus successful firms focus on customers’ satisfaction with low price
sensitivity (Lombart et al., 2020). The study found that web design, information quality and
delivery service affect customer satisfaction (H2, H4 and H6). These findings align with the
earlier literature that supports the effect of “web design, information quality, and delivery
service” on satisfaction (Pizzi et al., 2019). Web design is the first point of contact for
customers. Thus web designs with aesthetic appeal and information quality influence
consumers’ attentions and stimulates positive satisfaction (Cyr et al., 2005).
We found that e-satisfaction mediates (H3) web design and repurchase intention (H5),
information quality and repurchase intention, and (H7) delivery. Our H3 and H5 align with
earlier literature, but results related to hypotheses; H7 contradict past studies (Naseri, 2021;
Patrada and Andajani, 2021). Web design, information quality, and delivery service have a
significant association with repurchase intention. However, researchers believe these factors
through e-satisfaction also affect repurchase intention (Patrada and Andajani, 2021).
The study found that security affects e-trust (H9), and customer service quality stimulates
e-trust, but customer service quality is not a precursor of trust (H11). We also found e-trust
stimulates purchase intention (H8). Our findings related to H8 and H9 is in line with earlier
studies, but the results related to H11 are contradictory to past literature (Si et al., 2020).
Consumers in online shopping have to disclose their personal bank-related information. Thus
they would only purchase goods with firms that have a reputation of protecting consumers’
data. Lai et al. (2020) argue that all the sub-dimensions of service quality, directly and
indirectly, affect customer satisfaction and trust.
We found that e-trust mediates (H10) security and repurchase intention, and trust does not
mediate customer service quality and repurchase intention (H12). Our results related to H10
are in line with earlier studies, but results related to H12 are inconsistent with earlier finding
(Lee and Lin, 2005). Service quality is essential to e-trust, satisfaction and repurchase
intention. Given its importance, online and conventional stores spend considerable resources
on improving the quality of service.
 Consumer
repurchase
intention in B2C
e-commerce

Figure 2.
Measurement model

Our results found that perceived fairness and perceived risk affects perceived values (H14
and H16). We also found that perceived value stimulates repurchase intention (H13). These
results related to H13, H14 and H16 have validated earlier studies (Farooq and Qureshi, 2020).
Positive price perception promotes purchase intention. Price fairness is consumers’ subjective
and emotional assessment of goods and services.
The study found that value mediates (H15) perceived fair price and repurchase intention
and perceived risk and repurchase intentions H17). These results align with earlier studies.
Based on empirical evidence, Ali Abumalloh et al. (2020) and Yin et al. (2019) have concluded a
positive association between perceived risk and perceived value. Consumer value perception
directly correlates with purchase intention; thus, we argue that perceived values mediate
perceived risks and repurchase intention.
Our results show that prior online experience moderates (H18) e-satisfaction and
repurchase intention and (H19) e-trust and repurchase intention. However, our results do not
APJML

Figure 3.
Structural model

support the moderating effect of prior online purchase experience (H20) e-perceived value and
repurchase intention. Online shopping depends on factors including stimulus, background
and experience) (Yadav and Pathak, 2017). Online prior experience is critical, and it has direct
and indirect associations with repurchase intention. Thus, we tested the moderating effects of
(e-trust, e-satisfaction, perceived values) on repurchase intentions.

Conclusion
The study has extended UTAUT, TBP and TRA and theoretical support to develop a model
to examine repurchase intention. The developed model has 20 relationships, including seven
mediating and three moderating. The study has examined the effect of factors (i.e. website’s
design, information quality, delivery service, security/privacy, customer service quality,
perceived price fairness and perceived risk) on e-satisfaction, e-trust and perceived value. The Consumer
study has also examined the mediating effect of e-satisfaction, e-trust and e-trust and repurchase
perceived value e-repurchase intention. Also, this study has examined the moderating role of
past online prior experience on repurchase intention.
intention in B2C
The results show that e-satisfaction significantly affects repurchase intention. The e-commerce
antecedent’s customer service and information quality promote customer satisfaction, but
delivery services do not affect repurchase intention. E-satisfaction also mediates (1) web
design and repurchase intention and (2) information quality and purchase intention.
However, e-satisfaction does not mediate (3) delivery service and repurchase intention.
The results also show that e-trust significantly affects repurchase intention. The
antecedent s-service quality does not promote e-trust, but security affects e-trust. On the
mediating role of e-trust, it (1) mediates security and purchase intention but does not mediate
(2) customer service quality and repurchase intention.
The results support the association between perceived values and repurchase intention.
The antecedents perceived price fairness and perceived risk affect perceived value. Our
results suggest that perceived values mediate (1) perceived price fairness and repurchase
intention and (2) perceived risk and repurchase intention. We have also tested the moderating
role of prior online purchase intention. The student found prior online experience moderates
(1) e-satisfaction and repurchase intention, (2) e-trust and repurchase intention but does not
moderates (3) perceived values and repurchase intention.

Theoretical implications
The current study contributes to the theory through the framework of the study. It helps to
define antecedents of online repurchase intention and the impact of each variable on the
e-repurchase intention with the assimilation of UTAUT, TRA and TPB in the field of
e-commerce.
Different studies used TBP, TRA and TAM, and some studies used the combination of
TRA and TBP. However, UTAUT is a comparatively new and broad model in the literature,
integrating all the eight models commonly used to study online shopping. This study is based
on all these theories to give more meaningful results. The study has examined customers’
online purchase intention based on three main elements: e-customer satisfaction, e-trust and
perceived value. Also, it has examined the moderating role of the online past shopping
experience, which brings further insight into the issue.

Practical and managerial implications

This study provides practical contributions to online retailers and business owners. It is not
easy to form the repurchase intentions of online customers. Online retailers and business
owners should pay more attention to it. In the electronic retailing context, e-retailers must
know the importance of e-satisfaction, e-trust and the perceived value of online customers to
create online repurchase intentions (e-loyalty). This study will help online retailers increase
their customers’ e-satisfaction and e-loyalty (online repurchase intention). Online retailers
must design and continuously enhance their websites to fulfill the needs of their customers.
They should focus on an easy-to-read and comprehendible website. Such sites save
customers time and make their visits delightful, due to which they revisit the sites and
recommend others as well. It is the first point of contact of customers. Thus, it has to have an
aesthetic appeal to attract and retain customers.
This study suggests that customer service quality promotes e-satisfaction but does
not stimulate e-trust. However, security/privacy concerns play a significant role in
forming e-trust and repurchase intentions of online customers. Online retailing managers
APJML should respond to customer’s queries quickly and show a keen interest in resolving their
problems. The customer’s timely feedback will also have a positive effect on e-trust.
Online shopping forums should strengthen their human resource management and work
on their employees’ skills through training and workshops. Both hard and soft skills
training are necessary, especially on emotional intelligence and how to deal with
customers.
Online retailing store managers can increase their customer trust by dealing with them
politely and friendly. Privacy/security also positively influences e-trust. Thus e-retailers must
ensure maintaining the security and privacy of the customers’ data. They should display the
privacy policy on their websites. Customers will find it trustworthy if all information is
readily available. Additionally, online retailers should offer standard and convenient online
payments, such as Pakistan’s popular e-commerce service providers.
The study results show that online retailers’ delivery services significantly influence
e-customer satisfaction, which means online shopping should efficiently deliver goods. The
delivered goods should be the same as what the shoppers have displayed on their webpage.
Online shops should hire or affiliate with highly reputable suppliers and distributors. An
effective and efficient supply chain is vital for the sustainable growth of a firm. Employing
technologies that allow customers to track down their consignments increases customers’
satisfaction.
The increase in customer satisfaction is possible when e-retailers reduce perceived risk. If
the perceived risk is low, the customer will receive high perceived value, increasing online
repurchase intention. Online retailing managers can use CRM software to maintain a long-
term relationship with customers, promote repurchase intentions to maintain customer data
and help online retailing managers ensure that customers will not experience the same
problem as the previous one. Online retailing stores should facilitate their customers through
proper communication during the purchasing process to reduce perceived risk. It will create a
good reputation in the customer’s mind about the store, and a good reputation is significant in
maintaining a long-term relationship with customers.

Limitations and future recommendations

The results of the study, besides the outcomes, have some limitations as well. Firstly, the
study results are based on Karachi (Pakistan) consumers so that the consumption pattern will
differ in other geographic locations. Future researchers should extend the study by applying
this research framework to a comparative and cross-cultural study to analyze their
repurchase behavior. Secondly, the study’s sample size is small and primarily based on a
student’s sample of a central geographic location. Future researchers can increase the sample
size and select a non-student sample to increase the study’s generalizability. Thirdly, the
current study has not focused on a specific product category. Upcoming researchers apply
this model to a single product or service category or several categories. Lastly, the present
research model considers several factors that influence online repurchase intention. Future
researchers may consider other potential factors such as culture, demographics as
moderators and mediators.

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Corresponding author
Syed Imran Zaman can be contacted at: s.imranzaman@gmail.com
Appendix Consumer
Questionnaire
repurchase
intention in B2C
Web design: Wolfinbarger and Gilly (2003) and Kim and Stoel (2004) e-commerce
1 The online retailer’s website displays visually pleasing designs
2 The display pages within the online retailer’s website are easy to read
3 This online retailer’s website is well designed in order not to waste my time
Information quality: Vasi
c et al. (2019)
1 Information on the product online is identical to the information on the product in a store
2 Information on the product online is precise
3 Information on the product online is up-to-date
Delivery service: Liu et al. (2008) and Wolfinbarger and Gilly (2003)
1 The product is delivered by the time promised by the online retailer
2 The online retailer offers many delivery services options such as standard post, express delivery, and home
delivery
3 The items sent by the online retailer are well packaged and perfectly sound
E-satisfaction: Vasi
c et al. (2019)
1 I am satisfied with the online retailer’s websites to offer online purchasing options
2 Online shopping makes the purchasing process enjoyable
3 I would recommend online shopping for other consumers
Perceived risk: Jarvenpaa et al. (2000)
1 Compared with other ways of making purchases, I think making online purchases is riskier
2 There is too much uncertainty associated with using the Internet to make purchases
3 Finding the right product online is difficult
Perceived price fairness: De Toni and Mazzon (2013)
1 Online retailers sell their products at fair prices
2 The prices of online products are justifiable
3 Online products are sold at a reasonable price
Perceived value: De Toni et al. (2018)
1 The money that I spend on buying online products is well spent
2 What I receive by consuming products from online retailers compensate for the price that I pay for them
3 The old saying: “you receive for what you pay” is valid for online shopping
Security/privacy: Vasi
c et al. (2019)
1 While purchasing online, I hesitate to provide my credit/debit card number
2 When purchasing online, there is a risk of the loss of privacy
3 When purchasing online, there is a risk of identity theft
Customer service quality: Wolfinbarger and Gilly (2003) and Parasuraman et al. (2005)
1 This online retailer is ready and willing to respond to customer needs
2 When I have a problem, the online retailer shows a sincere interest in solving it
3 After-sale support of this online retailer is excellent
E-trust: Doney and Cannon (1997)
1 I Readily provide my personal information to the online retailer of my choice for convenience in future transactions
2 I have confidence in recommendations made by my preferred online retailer
3 I trust the claims and promises this online retailer makes about a product
Repurchase intention: Mittal et al. (1998)
1 I will consume products from this online retailer again
2 I expect to repurchase from internet shopping online retailers soon
3 I anticipate repurchasing from the online retailer soon
Online experience: Ling et al. (2010)
1 I am experienced with the use of web site
2 I feel comfortable using the website
3 I feel web site is easy to use