The role of brand innovativeness and customer hope in developing online repurchase intentions

This study considers the role of customer hope in the online purchasing environment. It presents a model which positions customer-perceived brand innovativeness as an antecedent to customer hope, and customer brand satisfaction as a consequence of customer hope and as a predictor of repeat purchase intentions. The model was tested using survey data from 418 Australian respondents. The results suggest a potential moderating effect of product knowledge on the relationship between perceived brand innovativeness and customer hope. For marketing theorists, specifically those interested in online marketing, the study advances knowledge of how customers’ perceptions of brand innovativeness are contingent on their emotions (hope), attitudes (brand satisfaction) and behaviours (brand repurchase intentions). For managers, our study provides useful insights for investing in innovative brands to stimulate repeat purchase intentions in an online setting.