Signaling effect of website usability on repurchase intention
After-sale service quality is a key to differentiating an online seller from numerous others and attracting returning customers. However, new customers cannot readily discern the quality of unfamiliar sellers. Sellers often try to reduce the information asymmetry and signal their quality by ensuring...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/89043 http://hdl.handle.net/10220/44773 |
| _version_ | 1811689712356687872 |
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| author | Jiang, James Klein, Gary Pee, Loo Geok |
| author2 | Wee Kim Wee School of Communication and Information |
| author_facet | Wee Kim Wee School of Communication and Information Jiang, James Klein, Gary Pee, Loo Geok |
| author_sort | Jiang, James |
| collection | NTU |
| description | After-sale service quality is a key to differentiating an online seller from numerous others and attracting returning customers. However, new customers cannot readily discern the quality of unfamiliar sellers. Sellers often try to reduce the information asymmetry and signal their quality by ensuring good website interface usability, considering that the website is the main point of contact with online shoppers. Most research on signaling has focused on its pre-purchase effects. Although researchers have argued that signaling could affect future purchase decisions, how signaling influences repurchase intention has not been detailed. This study proposes a model of the influence based on the signaling theory and expectation-confirmation model. The model posits that a signal influences an online shopper’s expectation and the expectation-confirmation subsequently determines repurchase intention. The model was tested with pre-purchase and post-purchase data collected in a two-stage survey and analyzed with structural equation modeling. Findings indicate that signaling goes beyond the pre-purchase stage of initial purchase to influence repurchase intention. This indicates that signaling has longer-term effect than that typically examined in signaling research and further research on the effect is needed. For practice, the findings indicate that online sellers need to send realistic signals to attract returning customers. |
| first_indexed | 2024-10-01T05:52:27Z |
| format | Journal Article |
| id | ntu-10356/89043 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:52:27Z |
| publishDate | 2018 |
| record_format | dspace |
| spelling | ntu-10356/890432020-03-07T12:15:50Z Signaling effect of website usability on repurchase intention Jiang, James Klein, Gary Pee, Loo Geok Wee Kim Wee School of Communication and Information Website Usability Signaling After-sale service quality is a key to differentiating an online seller from numerous others and attracting returning customers. However, new customers cannot readily discern the quality of unfamiliar sellers. Sellers often try to reduce the information asymmetry and signal their quality by ensuring good website interface usability, considering that the website is the main point of contact with online shoppers. Most research on signaling has focused on its pre-purchase effects. Although researchers have argued that signaling could affect future purchase decisions, how signaling influences repurchase intention has not been detailed. This study proposes a model of the influence based on the signaling theory and expectation-confirmation model. The model posits that a signal influences an online shopper’s expectation and the expectation-confirmation subsequently determines repurchase intention. The model was tested with pre-purchase and post-purchase data collected in a two-stage survey and analyzed with structural equation modeling. Findings indicate that signaling goes beyond the pre-purchase stage of initial purchase to influence repurchase intention. This indicates that signaling has longer-term effect than that typically examined in signaling research and further research on the effect is needed. For practice, the findings indicate that online sellers need to send realistic signals to attract returning customers. Accepted version 2018-05-10T06:45:17Z 2019-12-06T17:16:37Z 2018-05-10T06:45:17Z 2019-12-06T17:16:37Z 2018 Journal Article Pee, L. G., Jiang, J., & Klein, G. (2018). Signaling effect of website usability on repurchase intention. International Journal of Information Management, 39, 228-241. 0268-4012 https://hdl.handle.net/10356/89043 http://hdl.handle.net/10220/44773 10.1016/j.ijinfomgt.2017.12.010 en International Journal of Information Management © 2018 Elsevier Ltd. This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Information Management, Elsevier Ltd. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1016/j.ijinfomgt.2017.12.010]. 35 p. application/pdf |
| spellingShingle | Website Usability Signaling Jiang, James Klein, Gary Pee, Loo Geok Signaling effect of website usability on repurchase intention |
| title | Signaling effect of website usability on repurchase intention |
| title_full | Signaling effect of website usability on repurchase intention |
| title_fullStr | Signaling effect of website usability on repurchase intention |
| title_full_unstemmed | Signaling effect of website usability on repurchase intention |
| title_short | Signaling effect of website usability on repurchase intention |
| title_sort | signaling effect of website usability on repurchase intention |
| topic | Website Usability Signaling |
| url | https://hdl.handle.net/10356/89043 http://hdl.handle.net/10220/44773 |
| work_keys_str_mv | AT jiangjames signalingeffectofwebsiteusabilityonrepurchaseintention AT kleingary signalingeffectofwebsiteusabilityonrepurchaseintention AT peeloogeok signalingeffectofwebsiteusabilityonrepurchaseintention |