Consumers' online repurchase intentions: Perspectives from Malaysia

This paper investigated the factors that influence consumers in Malaysia to repurchase online. The emergence of Internet technology has created avenues for all firms to stay competitive through a more proactive approach, which involves building a sustainable business practice that leads to better business opportunities in this digital era. It is becoming critical for online firms to understand their customers in order to retain them. The conceptual framework is based on extended Technology Acceptance Model with eight independent variables. Data analysis was based on 348 valid responses of young adults in Malaysia. Results indicate that perceived value, perceived ease of use, perceived usefulness, firm reputation, privacy, trust, reliability and functionality tend to influence consumers' intentions to repurchase online. The findings would be useful for literature development in the subject area, particularly in Malaysia. The findings would also be useful to theoretical development for online business research.