Antecedents Of Customer Repurchase Intention In Apparel Online Shopping Context

Abstract

Indonesia's e-commerce market continues to grow, despite the recession due to the Covid-19 outbreak. It also has been affected by the consumer changing behavior with regard to online shopping. Hence, the aim of this study is to examine the influences of perceived benefits, e.g., shopping convenience, product selection, comfort of shopping, and hedonic or enjoyment, and perceived risks which includes financial risk, product risk, and time risk, towards customer satisfaction and repurchase intention in the context of apparel online shopping. The study also examines further the roles of pandemic fear as a moderator between perceived benefits and online repurchase intention, and satisfaction as a mediator amongst independent and dependent variables. Primary data was collected by using an online survey from customers who have purchased apparel online during the pandemic. Collected data will be analyzed by applying Partial Least Square – Structural Equation Modelling (PLS-SEM). The findings are expected to have managerial and research implications which will be outlined and discussed.

Keywords: Perceived benefits, perceived risks, satisfaction, repurchase intention, pandemic fear