Understanding the effects of satisfaction and trust on e-repeat purchase intention: An ergonomic approach

The internet has changed the customer buying behaviour which impact the traditional store practice but provides great opportunity for online retailers. The number of online shoppers is expanding at a promising growth rate as the result of the increasing of number of e-purchase. However, this is not always followed by the increasing number of repeat e-purchases. There are some researches attempt to get more understanding on factors that influence repeat purchase intention. But, still few of them are focusing on factors such as customer review and emotional design in relation to satisfaction and trust. This study intends to investigate how factors such as satisfaction and trust impact the e-repeat purchase intention. The model is an extension of previous model where variables such as satisfaction and trust are not considered. This research will be analysed from ergonomic perspective particularly related to the emotional design. In this research, data is gathered through online questionnaires. The results from 711 respondents are analysed to build structure of a proposed model. The proposed model is then tested by using Confirmatory Factor Analysis (CFA) method and Structural Equation Model (SEM). The result shows that satisfaction and trust have positive impact on the e-repeat purchase intention.