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Title: Signaling effect of website usability on repurchase intention
Authors: Jiang, James
Klein, Gary
Pee, Loo Geok
Keywords: Website Usability
Issue Date: 2018
Source: Pee, L. G., Jiang, J., & Klein, G. (2018). Signaling effect of website usability on repurchase intention. International Journal of Information Management, 39, 228-241.
Series/Report no.: International Journal of Information Management
Abstract: After-sale service quality is a key to differentiating an online seller from numerous others and attracting returning customers. However, new customers cannot readily discern the quality of unfamiliar sellers. Sellers often try to reduce the information asymmetry and signal their quality by ensuring good website interface usability, considering that the website is the main point of contact with online shoppers. Most research on signaling has focused on its pre-purchase effects. Although researchers have argued that signaling could affect future purchase decisions, how signaling influences repurchase intention has not been detailed. This study proposes a model of the influence based on the signaling theory and expectation-confirmation model. The model posits that a signal influences an online shopper’s expectation and the expectation-confirmation subsequently determines repurchase intention. The model was tested with pre-purchase and post-purchase data collected in a two-stage survey and analyzed with structural equation modeling. Findings indicate that signaling goes beyond the pre-purchase stage of initial purchase to influence repurchase intention. This indicates that signaling has longer-term effect than that typically examined in signaling research and further research on the effect is needed. For practice, the findings indicate that online sellers need to send realistic signals to attract returning customers.
ISSN: 0268-4012
DOI: 10.1016/j.ijinfomgt.2017.12.010
Rights: © 2018 Elsevier Ltd. This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Information Management, Elsevier Ltd. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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