S-Commerce Cues as a Predictor of Repurchase Intention: Customer Satisfaction as Mediating Variable

DOI

10.2991/aebmr.k.220501.071How to use a DOI?

Keywords

s-commerce; reliability; responsiveness; repurchase intention

Abstract

The purpose of this research is to examine the mediating role of customer satisfaction on the relationship between social commerce (s-commerce) cues (i.e. reliability and responsiveness) and repurchase intention. Data was collected from 211 respondents and 155 respondents can be used for this study. This research conducted Partial Least Square – Structural Equation Modelling (PLS-SEM) analysis by using SmartPLS. The result shows that reliability and customer satisfaction positively and significantly affect repurchase intention, but responsiveness has been found not significant, but positively affect repurchase intention. From this study, s-commerce can implement their marketing strategies through reliability, responsiveness and customer satisfaction that may leads to repurchase intention.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Sherly Sherly
AU  - Keni Keni
PY  - 2022
DA  - 2022/05/11
TI  - S-Commerce Cues as a Predictor of Repurchase Intention: Customer Satisfaction as Mediating Variable
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 468
EP  - 473
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.071
DO  - 10.2991/aebmr.k.220501.071
ID  - Sherly2022
ER  -