The Influence of E-Service Quality and Flow Theory on The Repurchase Intention to Online Mart in China - Focusing on Theory of Planned Behavior -

In this study, the constructs from marketing (e-SERVQUAL, consumer intention: TPB) and psychology(flow theory) are tested in an integrated theoretical framework of online consumer's repurchase intention towards online mart in China. Specifically, previous studies indicates that, in relative terms satisfaction is a far more important determinant of repurchase than attitudes, and satisfaction is more closely related to repeat purchase intentions than attitudes, so that we use the revised TPB model which includes the satisfaction variable instead of attitude to test the relationship between e-service quality and TPB. In addition, the study examines how the e-service quality and flow experience responses to visiting a Web-based mart for the first purchasing can influence online consumer's intention to return and repeat their planned purchases. For data collection, the online survey has carried out by an established market research company. All the questionnaires used in this survey have been validated in previous studies. Each item of the questionnaire was measured on a 7-point Likert scale. Rresults showed that e-service quality was a main factor influencing consumers’ satisfaction, and social norms with a online mart website, which further determine their intention to repurchase on the same website. Also, we found direct influence of e-service quality and flow on repurchase intention. That confirms the double identity of the online consumer as a buyer and a computer user because both satisfaction with e-service quality and flow experience of the marts' website strongly predict intention to repurchase. The findings of this research study have important implications for marketers of online marts in China. They should attempt to leverage on these findings by educating both existing and potential consumers and by promoting online service quality.