The Effect Of Consumer Decision-Making Styles On E-Satisfaction, Word-Of-Mouth And Repurchase Intention: A Study Of Generation Y Online Coffee Shop Customer

Abstract

With an increasing number of online shoppers and industries penetration in online channel, there is a need for all companies to understand consumer-decision making to retain customers in this channel. This article assesses how consumer decision-making styles affect customer satisfaction, repurchase intention, and word-of-mouth intention in online channel. The data was collected from the 283 customers of ten local and foreign online coffee shops in Indonesia. The data was analyzed with structural equation modeling (SEM). The result supports that consumer decision-making styles directly affect customer e-satisfaction. Among the characteristics, recreational and habitual was the most important antecedent of online coffee shop customers' satisfaction. The analytical results also indicated that consumer decision-making styles had indirect effect on repurchase intention, mediated by customer e-satisfaction. It also indicated that e-satisfaction also directly affect repurchase intention and word-of-mouth intention. Word-of-mouth intention also plays as a mediating role in the relationship between the e-satisfaction and repurchase intention. This study provides an empirical evidence to the online coffee shops to emphasize their marketing strategy that is more appropriate to the shopping orientation of their target customers.

Keywords: Consumer decision-making styles; e-satisfaction; repurchase intention; word-of-mouth intention; online; coffee shop