| Keywords [eng] |
Keywords: post-purchase usability, customer satisfaction, customer loyalty, repurchase intention, e-commerce, user experience, navigation flow, delivery processes, transaction clarity, Expectation-Confirmation Theory, Cognitive Load Theory |
| Abstract [eng] |
Abstract This study investigates the impact of post-purchase usability factors on customer satisfaction, loyalty, and repurchase intention in e-commerce platforms. Despite extensive research on pre-purchase and purchase stages, the post-purchase phase remains underexplored in academic literature. Drawing on Expectation-Confirmation Theory and Cognitive Load Theory, this research examines how three key usability dimensions Delivery-Return Process and Transaction Clarity, Customer Support and Information Transparency, and Navigation and Interaction Flow influence customer satisfaction, which subsequently affects loyalty and repurchase intention. A quantitative survey methodology was employed, collecting data from 287 online shoppers residing in Lithuania who had made at least one online purchase within the previous six months. The research instrument utilized validated seven-point Likert scales adapted from previous usability and satisfaction studies. Statistical analyses were conducted using JASP software, including reliability testing (Cronbach's Alpha), correlation analysis, multiple linear regression, and mediation analysis. The findings support four of five hypotheses, confirming that Delivery-Return Process and Transaction Clarity (β = 0.433, p < .001) and Navigation and Interaction Flow (β = 0.427, p < .001) significantly enhance customer satisfaction. However, Customer Support and Information Transparency did not demonstrate a significant direct effect on satisfaction in this context. Customer satisfaction strongly predicted loyalty (β = 0.904, p < .001), which in turn significantly influenced repurchase intention (β = 0.946, p < .001). Mediation analysis revealed that loyalty partially mediates the relationship between satisfaction and repurchase intention, with both direct and indirect pathways proving significant. These results underscore the critical importance of optimizing post-purchase usability factors to enhance customer satisfaction and foster long-term loyalty in competitive e-commerce environments. The study provides actionable insights for e-commerce platform managers and marketers, emphasizing the need to prioritize transparent delivery and return processes, streamline navigation interfaces, and reduce cognitive load during post-purchase interactions. By improving these usability dimensions, businesses can strengthen customer relationships, increase retention rates, and sustain competitive advantage in the digital marketplace. |
