Formation of e-satisfaction and repurchase intention: Moderating roles of computer self-efficacy and computer anxiety

The exploration of online customer satisfaction (called e-satisfaction hereafter) and repurchase becomes increasingly important in e-commerce. Yet, the process of e-satisfaction and repurchase formation and the context under which this process may vary have not been investigated rigorously. In order to fill this knowledge gap, this paper attempts to develop a conceptual model to decipher how e-satisfaction is formed. Furthermore, it investigates how computer-related individual differences such as computer self-efficacy and computer anxiety moderate this formation. The analysis results from a survey of 274 online buyers confirm that our antecedents play key roles in forming e-satisfaction and repurchase and the proposed moderators are important.