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- Title
The antecedents of repurchase intention in Indonesian e-commerce marketplace customers during the COVID-19 pandemic with age as a moderating variable: A study on e-commerce marketplace customers in Java.
- Authors
Dewi, Ayu Savitri; Rohman, Fatchur; Hapsari, Raditha Dwi Vata
- Abstract
This study aims to examine the factors that affect customers repurchase intention in the e-commerce marketplace during the COVID-19 pandemic on Java Island in Indonesia, using the extended Technology Acceptance Model (TAM) theory and UI/UX Concept. Perceived ease of use, shopping experience, e-trust, and age are variables that are predicted to affect e-commerce marketplace repurchase intention behavior during the COVID-19 pandemic. The data were collected through an online survey from e-commerce marketplace customers in Java who have had at least two experiences of purchasing goods or services through e-commerce in Java. In total, 250 valid responses were analyzed to test hypotheses using structural equation modeling and multi-group analysis. The results show that perceived ease of use, shopping experience, and e-trust are found to significantly affect the repurchase intention in e-commerce marketplace. The study also show that e-trust has a role in mediating the relationship between both perceived ease of use towards repurchases intention and shopping experience towards repurchase intention. However, the multi-group analysis did not find any significant differences between shopping experience and repurchase intention across age groups. Finally, this paper ended with some discussions, implications, limitations, and conclusions.
- Subjects
ELECTRONIC commerce; MARKETPLACES; COVID-19 pandemic; CONSUMERS; COMPUTER surveys
- Publication
International Journal of Research in Business & Social Science, 2022, Vol 11, Issue 5, p33
- ISSN
2147-4478
- Publication type
Article
- DOI
10.20525/ijrbs.v11i5.1880