Repurchase intentions in Y generation: mediation of trust and e-satisfaction
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 18 May 2020
Issue publication date: 18 May 2020
Abstract
Purpose
Research on online businesses has focused on the adoption of e-commerce and initial purchase behavior; repurchase intention and its antecedents remain underresearched. The present study develops an empirical model to explore the extent to which trust and e-satisfaction mediate the effect of vendor-specific attributes and customer intention to repurchase from the same online platform.
Design/methodology/approach
The proposed model is tested and validated in the context of Generation Y in India. A self-administrated online survey was employed, and the students aged between 20 and 35 at universities in Northern India are selected as subject. The data is analyzed using SPSS 20.0 and AMOS 20.0, where structural equation modeling is used to examine the model and test the hypothesis.
Findings
The results of this study suggest that trust mediates fully between security concerns, privacy concerns, and repurchase intention. E-satisfaction mediates between security and ease of use (EOU).
Practical implications
This study reveals the fact that security, EOU, and privacy concerns are the critical determinants that have the most impact on consumer's purchasing behavior. Gen Y consumers of India need some strong security features, an easy-to-use interface, a trusted privacy policy. Furthermore, it may be beneficial to observe e-satisfaction and trust as a mediator when identifying potential problems; online satisfaction is essential for the group in this study, and the results show that it impacts on the relation between repurchase intention and some determinant of repurchase intentions.
Originality/value
This research determines the impact of security, privacy concerns, EOU on the online repurchasing behavior of Gen Y in India. The mediation effect of e-satisfaction and trust has also been determined.
Keywords
Acknowledgements
Corrigendum: It has come to the attention of the publisher that the article, Trivedi, S.K. and Yadav, M. (2020), “Repurchase intentions in Y generation: mediation of trust and e-satisfaction”, Marketing Intelligence & Planning, Vol. 38 No. 4, pp. 401-415. https://doi.org/10.1108/MIP-02-2019-0072, did not have sufficient reference to a previous paper by the same authors “Predicting online repurchase intentions with e-satisfaction as mediator: a study on Gen Y”, VINE Journal of Information and Knowledge Management Systems, (2018) Vol. 48 No. 3, pp. 427-447 which contained the baseline model that was used to present and test the model in their Marketing Intelligence & Planning paper. While the VINE paper was cited once in the subsequent paper's ‘Discussion’ and so fulfilled the minimum requirement of highlighting this previous research, further reference to the first paper should have been noted in the introduction section, the literature review section, and in the paragraphs leading to the hypotheses statements for H1–H3, and H7-H9 of the Marketing Intelligence & Planning paper. The authors sincerely apologise for this oversight.
Citation
Trivedi, S.K. and Yadav, M. (2020), "Repurchase intentions in Y generation: mediation of trust and e-satisfaction", Marketing Intelligence & Planning, Vol. 38 No. 4, pp. 401-415. https://doi.org/10.1108/MIP-02-2019-0072
Publisher
:Emerald Publishing Limited
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