Published January 21, 2017 | Version v1
Journal article Restricted

Effect of Trust on Repurchasing along with mediating role of Customer Satisfaction in Online Purchasing

Authors/Creators

  • 1. Institute of International Business & Research

Contributors

Description

Abstract:
It has been found that there is a close association among trust, customer satisfaction and repurchasing. The present study aims at exploring and analyzing factors affecting trust and satisfaction creation and how they shape the perception of customers’ need that lead to increasing level of loyalty, intention for repurchasing and finally improving profitability in online retailing space especially in Indian scenario.
Hence, this paper targets at evaluating the effect of trust on repurchasing in the presence of customer satisfaction as a mediating factor. The population of this paper were customers of online stores who had been shopping frequently. Data collected were analyzed by SEM on SPSS software and findings show that trust has positive and significant direct effect on repurchasing and also indirect effect mediating through customer satisfaction.


Keywords: trust, repurchasing, customer satisfaction, online stores, e-trade.

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References

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