Abstract
Online purchase experience is considered an a pivotal antecedent to customer satisfaction. This study explores the dimensions of online purchase experience affecting customer satisfaction while investigating the moderating role of negative e-word of mouth (NEWOM) toward customer satisfaction and repurchase intention. Employing a web survey, 453 valid responses were generated from urban consumers with online purchase experience. A PLS-SEM based approach was used to validate the proposed relationships. Dimensions of online purchase experience, such as hedonic experience, service experience, website experience, and trustworthy experience, were found to significantly impact online customer satisfaction. NEWOM was found to significantly and negatively moderate the relationship between online customer satisfaction and repurchase intention. The current study provides novel insights into the concept of the online purchase experience. It proposes a framework that emphasizes the moderating effect of NEWOM on online customer satisfaction and repurchase intention, relying on cognitive dissonance theory.
| Original language | English |
|---|---|
| Journal | Journal of Computer Information Systems |
| Early online date | 06 Dec 2023 |
| DOIs | |
| Publication status | Early online date - 06 Dec 2023 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2023 International Association for Computer Information Systems.
Keywords
- cognitive dissonance
- NEWOM
- Online purchase experience
- online shopping
ASJC Scopus subject areas
- Information Systems
- Education
- Computer Networks and Communications