Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type

Internet retailing literature shows that customers experience with a retailers website and order fulfillment separately influence repurchase intention. This study examines these two experiences' interactive effects on repurchase intention. Our research model includes a product type as a moderator, because the type of product can likewise affect a customer's experience with the retailer's website and order fulfillment. Results of multiple-group structural equation modeling (SEM) from customer reviews of 306 Internet retailers demonstrate that the interactive effects of a web site experience and order fulfillment are significant. In the interactive mechanism, order fulfillment experience is proven to serve as a proximal cause of repurchase intention. The moderating role of product type is significant as well. This finding suggests that practitioners should have unmatched measures for retailing different types of goods. (C) 2014 Elsevier Ltd. All rights reserved.