A Study of Online Customers Repurchase Intention Using the 4Rs of Marketing Framework

With increased e-commerce competition, people are now resorting to online shopping instead of traditional stores to do personal shopping. With the current pandemic, there is more reason why shoppers would not step out of their homes.  It's therefore imperative for companies engaged in e-commerce to find ways on how to influence its customers to do a repeat purchase with an eye towards the long-term goal of cultivating long term relationships with them. The main purpose of this study was to investigate the impact of variables based on the framework of the 4Rs of marketing towards trust and online customers repurchase intentions. Ninety-seven customers of Lazada website participated with data collection done mainly using online questionnaire. Findings indicated that the variables assurance, corporate image, customer satisfaction, perceived usefulness, and perceived value significantly predicted trust and online customer repurchase intentions. Furthermore, the study revealed that trust can be a significant mediator between the abovementioned variables and online customer repurchase intentions. Lastly, this study has provided a useful insight to help managers understand how to maintain a long-term relationship by enhancing its customers repurchase intentions. Considering the intense competition, long term marketing relationship is the only way to go to survive.  Keywords: Online Customers Repurchase Intention; 4Rs of Marketing. JEL Classifications: M1; M3 DOI: https://doi.org/10.32479/irmm.1100

The invisible hand of touch: testing a tactile sensation-choice satisfaction model in online shopping

This study tests a model of the relationship between online store sensory environments and consumer responses using the Stimulus-Organism-Response (S-O-R) paradigm. The aim is to a) examine the ability of three online product presentation formats (OPPFs) to induce tactile sensations; b) identify the effect of tactile sensations upon choice satisfaction and c) examine the mediating role of cognitive effort and affective experience. Videos are found to induce the greatest tactile sensations followed by zoom image while static image is found to induce the least. Furthermore, the more tactile sensations consumers experience while shopping online, the higher their emotional experience, resulting in lower cognitive effort and higher consumer choice satisfaction. Affective experience is found to mediate the tactile sensations and choice satisfaction relationship. The original contribution of the research is a newly validated model of OPPFs, tactile sensations, customer experience and choice satisfaction that extends theoretical understanding of variables previously untested. Practical Applications: The study offers practical results from which small to medium sized, or new start-up, online clothing retailers can benefit. The study shows the advantages of using OPPFs such as videos and zoom images on retail websites in order to assist shoppers by enhancing the sensory buying experience. Such online retailers may not be able to afford the investment in more complex and costly advanced technologies such as the use of augmented reality in virtual mirroring. The study shows that when online retailers provide videos and/or zoom images on their websites, they allow shoppers to experience greater tactile sensations while evaluating and selecting a product compared to only being able to view it as a static image. Online clothing retailers can continue to rely on these technologies to compensate shoppers for the lack of touch in the online shopping context which is so important when purchasing clothing

PEEIM and Online Shopper Loyalty

Online shopping frequently characterized by the risks, e.g., leaking of personal information or credit card fraud. These risks are critical. Hence, shopping websites develop protective mechanisms, enhancing shoppers’ Perceived Effectiveness of ECommerce Institutional Mechanisms (PEEIM). However, shoppers may not perceive this mechanisms, or PEEIM, motivating them to defect and threat shopping websites’ survival. To solve this problem, we plan to contextualize the signaling theory into the online shopping context and use context-specific features (quality evaluations and PEEIM) to extend this theory. Our findings will envision which quality aspects are more relevant in forming users’ perceptions and loyalty. Theoretically, our findings will change our understanding of the signaling theory that observable cues may not only form beliefs of the two parties (as the theory posited) but also form beliefs pertaining to the third party (e.g., PEEIM)