A Study on Consumer Satisfaction and Repurchase Intention in E-Commerce in Dakshina Kannada, Karnataka, India
DOI:
https://doi.org/10.70112/ajms-2025.14.2.4281Keywords:
E-commerce, Expectation-Confirmation Theory, Repurchase Intention, Consumer Satisfaction, Structural Equation ModelingAbstract
The research investigates how Expectation Confirmation, Perceived Usefulness (PU), Perceived Value (PV), and Satisfaction (SAT) drive Repurchase Intention (RI), with age, gender, and education as moderating variables. A survey-based quantitative approach was employed to collect data from 322 respondents across nine taluks using stratified random sampling. A mixed-mode data collection method combining Google Forms and offline surveys was used. Data were analyzed using Structural Equation Modelling (SEM), along with independent sample t-tests and ANOVA, to assess demographic influences. The findings confirm that expectation confirmation and PU significantly impact SAT, which in turn drives RI. Age and education were found to moderate repurchase behaviour, whereas gender differences were not significant. This study extends ECT by reinforcing the role of PV in consumer loyalty and offers practical insights for e-commerce platforms by emphasizing personalized marketing, user-friendly design, and trust-building strategies to enhance consumer retention.
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