Factors influencing online repurchase behavioral intention of university students in Malaysia

Abstract

Customer’s repurchase intention (RI) is consider by both academicians and practitioners to be one of the critical success factors for online retailing with its implications for cost savings and gain profitability for business’s stakeholders. Heinemann & Schwarzl, (2010) and Sherman & Topol (1996) found that marketing, retailing and information technologies will be brought together and enjoy positive synergy to create value for business’s stockholders. Relatively, a substantial body of research showed customer must purchase four times at an online store to make profits from that customer (Chao-Min, Chen-Chi, Hsiang-Lan, & Yu-Hui, 2009). In this study post-adoption of online shopping and customer retention and loyalty are used interchangeably. “Internet marketing or online marketing could be defined as the entire process of building and maintaining customer relationships through the online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both buyers and sellers or create value for both side” (Muhammad Najib, Zaharah, & Azlina Mohd,2010).