THE IMPACT OF INDIVIDUAL AND TECHNOLOGICAL FACTORS ON ONLINE CUSTOMER SATISFACTION AND REPURCHASE INTENTION: THE MODERATING ROLE OF EWOM AND PERSONALITY

The current study aims at exploring the impact of four factors on online customer satisfaction and repurchase intention. EWOM (electronic word of mouth) and personality were used as moderators in the study. According to the literature, e-satisfaction has a significant effect on repurchase intention in the digital sector. This study analyzes factors affecting e-satisfaction from a new point of view named individual and technological factors. Moreover, personality and EWOM have been investigated as moderators between esatisfaction and repurchase intention. The study employs structural equation modeling to examine the hypothesized relationships. The population of this study is composed of Indian online customers who had made at least one online purchase within the past six months. Based on the Cochran formula, 390 individuals have been considered as the statistical sample and standard questionnaires were applied for data collection. The findings hold important implications for marketers and academics and would enable e-vendors to fine tune their strategies. The results show that trust has the maximum impact on e-satisfaction followed by technology acceptance factors and website service quality. The findings also show the considerable impact of e-satisfaction on repurchase intention. The findings indicate that EWOM has a significant moderating role, but personality has no effect between e-satisfaction and repurchase intention.