Repeat Purchase Intentions in Online Shopping: The Role of Satisfaction, Attitude, and Online Retailers' Performance

A model of determinants of repeat purchase intentions of consumers who have previously bought online is developed and empirically tested. Data for the model test comes from responses to a structured self-administered survey provided by a sample of 436 consumers in Saudi Arabia. The results confirm hypothesized positive effects of overall satisfaction with previous online purchases and attitude toward online purchasing on repeat purchase intentions. In turn, attitude is positively determined by overall satisfaction and negatively by experience with online purchase problems, while overall satisfaction is determined positively by satisfaction with the following online retailers' performance dimensions: product prices, product quality, customer service, required payment methods, perceived payment security, and delivery time. Contrary to expectations, delivery cost is not significantly related to overall satisfaction. Neither does experience with online purchase problems. Theoretical and marketing strategy implications of the findings are outlined and discussed.