Website Characteristics and Online Consumers’ Repurchase Behavior: An Empirical Study
Online consumers experience a three-stage transaction process and every stage has its different characteristics, we developed a model based on S-O-R (Stimulation-Organism-Response) framework to show how they influence online consumers’ repurchase behavior. We used data collected from undergraduates by specified online purchase and the method of Structure Equation Modeling (SEM) to test the model. The empirical findings indicated that three aspects of website characteristics including website design, functionality and usability, post-purchase service quality all significantly affected online repurchase behavior both directly and indirectly through consumer satisfaction.
Helen Zhang, Gang Shen and David Jin
H. P. Wang "Website Characteristics and Online Consumers’ Repurchase Behavior: An Empirical Study", Advanced Materials Research, Vols. 225-226, pp. 917-920, 2011