Analysis on Consumer’s Repurchase Intention of Online Shopping

In an appearing and exceedingly competitive digital commerce environment, consumers' repurchase intention has seemed as a very crucial component among online vendors and firms by degrees. The service quality is believed to have an influence on consumers' repurchase intention in E-commerce context. The objective of this paper is to examine the differences and similarities of website service quality and store service quality on consumers' repurchase intention. The study was conducted on 246 respondents and research results are analyzed by using structural equation modeling. As a result of this study, website service quality and store service quality have positively effects on consumers' repurchase intention. The research findings indicate that website service quality and store service quality as factors of repurchase intention. And then, we can use website service quality and store service quality as a important way in shaping and building meaningful and long-lasting consumer repurchase intention ceaselessly. In the end, this finding of the study can provide appropriate comments and suggestions regarding the academic and practical meanings of these findings, including research limitations and future research direction.