An integrated model of customer repurchase intention in B2C e-commerce

Website is a key determinant of e-business survival, competitive advantage, and success. Developing and controlling quality of website that response different consumer needs can affect customer satisfaction and repurchase intention. This study constructed an integrated model of customer repurchase intention in B2C e-commerce based on DeLoan and McLean´s IS success model for testing the relationships among website quality, internet shopping value, customer trust, customer satisfaction, and customer repurchase intention. Then, empirical testing examines the effect of B2C website qualities on the internet shopping value and subsequent customer repurchases intention. A survey of 384 shoppers of B2C e-commerce was conducted to test a model. The model was shown a significant fit. Results showed that system quality had a significant impact on the hedonic shopping value, information quality had a significant impact on the utilitarian shopping value, and service quality had a significant impact both on the utilitarian and hedonic shopping value. Moreover, results also showed that utilitarian shopping value, customer trust and customer satisfaction had direct positive effect on customer repurchase intention.