What S-commerce Implies? Repurchase Intention and Its Antecedents

Lim, X-J; Cheah, J-H; Waller, D; Ting, H; Ng, SI

What S-commerce Implies? Repurchase Intention and Its Antecedents

Lim, X-J Cheah, J-H Waller, D

Ting, H Ng, SI

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Publisher:: Emerald
Publication Type:: Journal Article
Citation:: Marketing Intelligence and Planning, 2020, 38, (6), pp. 760-777
Issue Date:: 2020

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Field	Value	Language
dc.contributor.author	Lim, X-J
dc.contributor.author	Cheah, J-H
dc.contributor.author	Waller, D https://orcid.org/0000-0002-4016-4275
dc.contributor.author	Ting, H
dc.contributor.author	Ng, SI
dc.date.accessioned	2020-10-05T22:04:09Z
dc.date.available	2019-08-15
dc.date.available	2020-10-05T22:04:09Z
dc.date.issued	2020
dc.identifier.citation	Marketing Intelligence and Planning, 2020, 38, (6), pp. 760-777
dc.identifier.issn	0263-4503
dc.identifier.uri	http://hdl.handle.net/10453/143093
dc.description.abstract	The purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in apparel s-commerce along with the mediating effect of customer engagement and the moderating effect of s-commerce navigation. Design/methodology/approach Using the purposive sampling technique, face-to-face survey was administered to Gen-Y social media users in Malaysia. Subsequently, 384 respondents were sampled. Partial least squares-structural equation modeling was used to perform the analyses. Findings S-commerce cues have a positive effect on customer engagement, which in turn leads to repurchase intention of apparel among Gen-Y. Particularly, customer engagement also mediates the relationship between s-commerce cues and repurchase intention. S-commerce navigation is found to moderate the effect of engagement on repurchase intention. Research limitations/implications The findings are derived from the perception of Gen-Y in Malaysia and do not represent the entire population. Future research could investigate the same phenomena across generations and consider heterogeneity issues to provide more insights. Practical implications Apparel s-commerce retailers are suggested to engage with customers more in the e-retail environment to build a lasting relationship. Contextual factors such as ease of navigation should be observed to enhance the desired response of diverse customers today. Originality/value This study adds to the growing body of knowledge on relationship marketing by assessing the impact of customer engagement and navigation on the relationships between s-commerce cues and repurchase intention in the contemporary setting.
dc.language	en
dc.publisher	Emerald
dc.relation.ispartof	Marketing Intelligence and Planning
dc.relation.isbasedon	10.1108/MIP-03-2019-0145
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1505 Marketing
dc.subject.classification	Marketing
dc.title	What S-commerce Implies? Repurchase Intention and Its Antecedents
dc.type	Journal Article
utslib.citation.volume	38
utslib.for	1505 Marketing
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2020-10-05T22:04:06Z
pubs.issue	6
pubs.publication-status	Published
pubs.volume	38
utslib.citation.issue	6

Abstract:

The purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in apparel s-commerce along with the mediating effect of customer engagement and the moderating effect of s-commerce navigation. Design/methodology/approach Using the purposive sampling technique, face-to-face survey was administered to Gen-Y social media users in Malaysia. Subsequently, 384 respondents were sampled. Partial least squares-structural equation modeling was used to perform the analyses. Findings S-commerce cues have a positive effect on customer engagement, which in turn leads to repurchase intention of apparel among Gen-Y. Particularly, customer engagement also mediates the relationship between s-commerce cues and repurchase intention. S-commerce navigation is found to moderate the effect of engagement on repurchase intention. Research limitations/implications The findings are derived from the perception of Gen-Y in Malaysia and do not represent the entire population. Future research could investigate the same phenomena across generations and consider heterogeneity issues to provide more insights. Practical implications Apparel s-commerce retailers are suggested to engage with customers more in the e-retail environment to build a lasting relationship. Contextual factors such as ease of navigation should be observed to enhance the desired response of diverse customers today. Originality/value This study adds to the growing body of knowledge on relationship marketing by assessing the impact of customer engagement and navigation on the relationships between s-commerce cues and repurchase intention in the contemporary setting.

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http://hdl.handle.net/10453/143093