Title Influence of direct and indirect drivers on intention to repurchase products of different types at online store /
Translation of Title Tiesioginių ir netiesioginių veiksnių įtaka ketinimui pakartotinai pirkti skirtingų tipų produktus internetinėje parduotuvėje.
Authors Farooq, Umar
Full Text Download
Pages 128
Keywords [eng] Expectancy-Confirmation Theory (ECT), Repurchase Intentions, Trust, Satisfaction, perceived value, perceived convivence, website quality, Security, Brand Image, Return polices, Product type
Abstract [eng] This master's thesis delves into the factors that influence customer repurchase intentions in the online retail sector, particularly examining how direct and indirect factors such as trust, satisfaction, perceived convenience, and perceived value impact these intentions across different product categories. The study employs a structured literature review, a detailed methodology involving a questionnaire distributed among 249 online shoppers, and rigorous statistical analysis using reliability assessments like Cronbach’s Alpha. The research is grounded in the framework of Expectancy-Confirmation Theory (ECT), which helps to understand how pre-purchase expectations and their confirmation affect customer satisfaction and repurchase behavior. Key findings reveal that while trust and satisfaction are universally crucial, their impact is moderated by the type of product—being more pronounced in high-risk categories like Electronics & Home Appliances compared to Clothing & Apparel, where personal style and emotional value significantly influence repurchase decisions. The thesis concludes with actionable recommendations for e-commerce platforms to enhance customer retention strategies by improving website usability, security, and tailoring marketing strategies to specific product categories.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2025