Start Date
11-8-2016
Description
Most previous research studied the effect of e-service and website quality on customer (re)purchase intention. Multiple studies found that customers’ espoused cultural values influenced their perception of e-service and website quality. However, the role of such differences on customers (re)purchase intention with respect to website quality has not been studied until now. In this study, we examined the moderating role of customer’s espoused cultural values on the effect of website quality and ultimately on repurchase intention using Hofstede’s cultural dimensions and Loiacono’s WebQual. Our empirical findings suggest that ignoring the espoused cultural differences of customers when examining the effect of website quality on (re)purchase intention leads to misleading results. Thus, this study extends previous research by adding an important construct to the previous general model (the direct effect of website quality on repurchase intention) and makes it easier to better understand online consumers’ repurchase intention.
Recommended Citation
Towhidi, Gelareh and Srite, Mark, "The Effect of Website Quality on Repurchase Intention: The Moderating Role of Espoused Cultural Differences" (2016). AMCIS 2016 Proceedings. 16.
https://aisel.aisnet.org/amcis2016/HCI/Presentations/16
The Effect of Website Quality on Repurchase Intention: The Moderating Role of Espoused Cultural Differences
Most previous research studied the effect of e-service and website quality on customer (re)purchase intention. Multiple studies found that customers’ espoused cultural values influenced their perception of e-service and website quality. However, the role of such differences on customers (re)purchase intention with respect to website quality has not been studied until now. In this study, we examined the moderating role of customer’s espoused cultural values on the effect of website quality and ultimately on repurchase intention using Hofstede’s cultural dimensions and Loiacono’s WebQual. Our empirical findings suggest that ignoring the espoused cultural differences of customers when examining the effect of website quality on (re)purchase intention leads to misleading results. Thus, this study extends previous research by adding an important construct to the previous general model (the direct effect of website quality on repurchase intention) and makes it easier to better understand online consumers’ repurchase intention.