Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2022.2153721
The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust
Jusuf Zeqiri
Veland Ramadani
Wassim J. Aloulou
Sažetak
This article investigated the effect of perceived convenience and
perceived value on intention to repurchase in online shopping.
We also assessed trust and e-WOM as mediators between perceived
value and repurchase intention. During March-July 2022, a
sample of 298 responses were collected from consumers that use
online shopping in North Macedonia. We analysed the research
model using PLS structural equation modelling (SEM) and used
bootstrapping technique for testing the hypotheses. The findings
showed that all independent variables (perceived value, and perceived
convenience, trust, and e-WOM) affected repurchase intention.
Moreover, the findings revealed that trust and e-WOM
mediate the relationship perceived value in its relationship with
repurchase intention. Perceived convenience and value contributed
significantly to repurchase intention during online shopping,
and perceived value had greater impact on e-WOM. Results provide
some theoretical and practical implications regarding the
effects of factors that impact repurchase intention during online
shopping in North Macedonia.
Ključne riječi
Perceived value; convenience; repurchase intention; online shopping; e-WOM
Hrčak ID:
310039
URI
Datum izdavanja:
1.9.2023.
Posjeta: 2.010 *