Parikalpana: KIIT Journal of Management

Open Access Open Access  Restricted Access Subscription Access

A Study on Purchase preference and Repurchase intention towards E-Commerce platform


Affiliations
1 Assistant Professor at L J University, Ahmedabad, India
2 Associate Professor, B.K. School of Professional and Management Studies, Ahmedabad, Gujurat, India
 

Purpose- The paper focuses on shift from home-basket to E-basket and customer behaviour related to that, hence the research aims to study the Customer online buying behaviour, the factors affecting Customers’ Purchase preference criteria towards E Commerce platform and the reasons that can lead to Customers’ Repurchase intention towards E Commerce platform. Design/methodology/approach- As the study aims to study the significance between independent and dependent variables with respect to purchase preference and Repurchase intention towards E Commerce platform, the researchers have applied Multiple regression model to test the hypothesis using IBM SPSS-22 software. The researchers have also checked the reliability and normality of the data using the mentioned software. Findings- The study suggests there is significant influence of Coordinated marketing factors, functional benefits, Reference group triangle and trust on Purchase preference towards E Commerce platform and there is significant impact of personal benefits with respect to Repurchase intention with customers having intention to buy related products more compare to same product and higher priced products. Originality/value- Earlier researches have focused on marketing factors and functional benefits, influencing factor separately, whereas this study has taken the combined and coordinated impact of marketing factors, functional benefits and instead of single influencing factor, the study has taken into consideration the reference group triangle along with trust as an independent variable instead of mediating variable which the other studies have considered earlier. Further Research- Research give direction that people having repurchase intention would be willing to buy more of related products, then same products and few people are willing to buy higher priced products, which can further be researched as Cross buying habits of customers on E commerce platform.

Keywords

E Commerce, Online buying behaviour, Purchase Preference, Repurchase intention
User
Notifications
Font Size

  • Aiken, K., & Boush, D. (2006). “Trustmarks, objective-source ratings, and implied investments in advertising: Investigating online trust and the context-specific nature of internet signals”. Journal of the Academy of Marketing Science, 34(3), 308-323.

  • Agarwal, A; Subudhi, Rabi N.; SM Mahapatro. (2021). ‘Investigating Online Purchase Intension Antecedents: A Study of e-tailing experiences’. Parikalpana: KIIT Journal of Management, Vol.17 (2), 70 – 87, 2021

  • Bartlett, M. (2007). Online banking evolving to create a hub for CU Members. Credit Union Journal, 11(32), 14-24.

  • Bhatnagar, A., & Ghose, S. (2004). “A latent class segmentation analysis of e-shoppers”. Journal of Business Research, 57(7), 758-767.

  • Biswas, D., & Biswas, A. (2004). “The diagnostic role of signals in the context of perceived risks in online shopping: Do signals matter more on the web?”. Journal of Interactive Marketing, 18(3), 30-45.

  • Brayshaw, M., & Gordon, N. (2006). E-commerce And E-business: A New Paradigm Or Old Business In New cloths? Researchgate, (pp. 178-182).

  • Chen et al. (2014). Routine reconfiguration in traditional companies’ e-commerce strategy implementation: A trajectory perspective. Information and Management, 51, 270-282.

  • Chintagunta, P. C. (2012). Quantifying transaction costs in online/offline grocery channel choice. Marketing Science, 31(1), 96-114. doi:10.1287/mksc.1110.0678

  • Cronin, J. J., & M.K., H. G. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environement. Journal of Retailing, 76(2), 198-213.

  • Daugherty, J., Ellinger, A., & Rogers, D. (1995). ‘Information accessibility: customer responsiveness and enhanced performance’. International Journal of Physical Distribution & Logistics,, 25(1), 4-17.

  • Dragon, E., & Taflin, J. (2018). Factors Influencing the Ecommerce Purchase Process of Big High Involvement Products. Master of Science Thesis INDEKTRITA- ITM-EX.

  • Fornell, C. (1992). A national satisfaction barometer the Swedish experience. J.Mark, 56(1), 6-21.

  • Freiden, J., Goldsmith, R., Takacs, S., & Hofacker, C. (1998). ‘Information as a product: not goods, not services’. Marketing Intelligence & Planning, 16(3), 210-220.

  • Gefen, D. K. (2003). “Trust and TAM in online shopping: An Integrated mode. MIS Quarterly, 27(1), 51-90.

  • Gefen, D., & Straub, D. (2004). ‘Consumer trust in B2C e-commerce and the importance of social presence: experiments in e-products and e-services’,. Omega: The International Journal of Management Science, 32(6), 407-424.

  • Ghazali, E. M. (2018). ), “Do consumers want mobile commerce?A closer look at M-shopping and technology adoption in Malaysia”. Asia Pacific Journal of Marketing and Logistics, 30(4), 1064-1086.

  • Greaves, C., Kipling, P., & Wilson, T. (1999). ‘Business use of the world wide web with particular reference to UK companies’. International Journal of Information Management,, 19(6), 449-470.

  • Grönroos, C., Heinonen, F., Isoniemi, K., & Lindholm, M. (2000). “The NetOffer model: A case example from the virtual marketplace”. Management Decision, 38(4), 243-252.

  • Hamlet, C. (2000). “Community banks go online”. ABA Banking journal, 92(3), 61-65.

  • Hsiao, K., Lin, J., Wang, X., Lu, H., & Yu, H. (2010). “Antecedents and consequences of trust in online product recommendations: an empirical study in social shopping”. Online Information review, 34(6), 935-953.

  • India Brand Equity Foundation. (2020). E Commerce. Retrieved from www.ibef.org.

  • India Brand Equity Foundation. (2021, November). E Commerce. Retrieved from IBEF.org.

  • Javornik, A. (2016). “Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour,”. Journal of Retailing and Consumer Services, 30, 252-261.

  • Jiang, Z. a. (2004). “Virtual product experience: Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping”. Journal of Management Information Systems, 21(3), 111-147.

  • Jiang, Z., & Benbasat, I. (2007a). “Research note-investigating the influence of the functional mechanisms of online product presentations”. Information Systems Research, 18(4), 454-470.

  • Khosla, M., & Kumar, H. (2017). Growth of e-commerce in India: An analytical review of literature. IOSR Journal of Business Management, 19(6), 91-95.

  • Kim, D., Ferrin, D., & Rao, H. (2008). “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”. Decision support system, 44(2), 544-564.

  • Kim, H.-W., Xu, Y., & Koh, J. (2004). “A comparison of online trust building factors between potential customers and repeat customers”. Journal of the Association for Information Systems, 5(10), 392-420.

  • Klein, L., & Quelch, J. (1997). ‘Business-to-business market making on the internet’. International Marketing Review, 14(5), 345-361.

  • Kotler, P., Keller, K., Koshi, A., & Jha, M. (2013). Marketing Management. Peaarson.

  • Lee, C. U., & Nelson, N. (2011). “Analyzing key determinants of online repurchase intentions”. Asia Pacific Journal of Marketing and Logistics, 23(2), 200-221.

  • Lim, H., & Dubinsky, A. ( 2004). “Consumers’ perceptions of e-shopping characteristics: an expectancy-value approach”. Journal of Services Marketing, 18(7), 500-513.

  • Navin, L; Subudhi, RN; et al; Retail format choice for Smartphone purchase: Online Versus Offline, JHSSR, Vol.4(S) 2022. https://doi.org/10.37534/bp.jhssr.2022. v4.nS.id1192.p75

  • Nisara, T., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135-144.

  • Patel, N. (2014). “How to make more money without making more sales”,. Retrieved from www.forbes.com.

  • Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, web site quality, and purchase intentions: the role of web site personality. Journal of business research, 62(4), 441-450.

  • Polatoglu, V., & Ekin, S. (2001). ‘An empirical investigation of the turkish consumers acceptance of internet banking services’. International Journal of Bank Marketing, 19(4), 156-165.

  • Prasad, C., & Aryasri, A. (2009). “Determinants of shopper behaviour in E-tailing: an empirica analysis. Paradigm, 13(1), 73-83.

  • Ranaweera, C. a. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. .International Journal of Service Industry Management, 14(4), 374-395.

  • Reichheld, F., & Schefter, P. (2000). “E-loyalty”. Harvard Business Review, 78(4), 105-113.

  • Riel, A., Van, L. V., & Jurriëns, P. (2001). “Exploring consumer evaluations of e services-A portal site. International Journal of Service Industry Management, 12(4), 359-377.

  • Sharma, G. a. (2015). , “The effects of online service quality of e-commerce websites on user satisfaction”. The Electronic Library, 33(3), 468-485.

  • Smit, R. (2003). Great Answers to Tough Market Questions. London: Kogan Page Publishers.

  • Sutto, M. (2016). Repurchase rate- the most overlooked e-commerce KPI. Retrieved from medium.com.

  • Szymanski, D., & Hise, R. (2000). “E-satisfaction: an initial examination”. Journal of Retailing, 76(3), 309-322.

  • Thibaut, J. W. (1959). The Social Psychology of Groups. New York: John Wiley & Sons.

  • Van Der Heijden, H. V. (2003). “Understanding online purchase intentions: Contributions from technology and trust perspectives”. European Journal of Information systems, 12(1), 41-48.

  • Wani, T. (2013). From 4Ps to SAVE: A Theoritical Analysis of Various Marketing Mix Models. SSRN.

  • Wells, J. V. (2011). “What signals are you sending? How website quality. MIS Quarterly, 35(2), 373-396.

  • Wirtz, J., & Lovelock, C. (2016). Service Marketing,people, technology, strategy. New Jersey: World Scintific.

  • Wu, L. C., & Cheng, S. (2014). “Perceived value, transaction cost, and repurchaseintention in online shopping: a relational exchange perspective”. Journal of business research, 67(1), 2768-2776.

  • Zhang, Y. F.-K. (2011). “Repurchase intention in B2C e-commerce – a relationship quality perspective”. Information & Management, 48(6), 192-200.


Abstract Views: 383

PDF Views: 0




  • A Study on Purchase preference and Repurchase intention towards E-Commerce platform

Abstract Views: 383  |  PDF Views: 0

Authors

Abhigna Dholakia
Assistant Professor at L J University, Ahmedabad, India
Mehal Pandya
Associate Professor, B.K. School of Professional and Management Studies, Ahmedabad, Gujurat, India

Abstract


Purpose- The paper focuses on shift from home-basket to E-basket and customer behaviour related to that, hence the research aims to study the Customer online buying behaviour, the factors affecting Customers’ Purchase preference criteria towards E Commerce platform and the reasons that can lead to Customers’ Repurchase intention towards E Commerce platform. Design/methodology/approach- As the study aims to study the significance between independent and dependent variables with respect to purchase preference and Repurchase intention towards E Commerce platform, the researchers have applied Multiple regression model to test the hypothesis using IBM SPSS-22 software. The researchers have also checked the reliability and normality of the data using the mentioned software. Findings- The study suggests there is significant influence of Coordinated marketing factors, functional benefits, Reference group triangle and trust on Purchase preference towards E Commerce platform and there is significant impact of personal benefits with respect to Repurchase intention with customers having intention to buy related products more compare to same product and higher priced products. Originality/value- Earlier researches have focused on marketing factors and functional benefits, influencing factor separately, whereas this study has taken the combined and coordinated impact of marketing factors, functional benefits and instead of single influencing factor, the study has taken into consideration the reference group triangle along with trust as an independent variable instead of mediating variable which the other studies have considered earlier. Further Research- Research give direction that people having repurchase intention would be willing to buy more of related products, then same products and few people are willing to buy higher priced products, which can further be researched as Cross buying habits of customers on E commerce platform.

Keywords


E Commerce, Online buying behaviour, Purchase Preference, Repurchase intention

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2023%2Fv19%2Fi1%2F220833