Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value

Abstract

In an e-commerce setup understanding the mechanism of repurchase intention of consumers is very essential for survival of business. The main purpose of this study was to understand mechanism and factors that impact consumer repurchase intention. Drawing upon information systems and marketing literature a model was formulated. The model was tested empirically using data collected through online survey in India. A total of 900 links to survey were emailed or messaged out of which 375 responses were received. Out of 375 responses 61 responses were eliminated due to incomplete information or lack of internet shopping experience. A total of 314 responses were finally put to empirical analysis. The findings of this study portray that perceived price and delivery quality have significant impact on perceived value, and perceived value has significant impact on repurchase intention. Further perceived price was found inversely related to perceived value and delivered quality was directly related to perceived value.