A Contigency Theory for Online Customer Retention: The Role of Online Shopping Habit

A Contigency Theory for Online Customer Retention: The Role of Online Shopping Habit

Mohamed Khalifa (City University of Hong Kong, Hong Kong), Moez Limayem (City University of Hong Kong, Hong Kong) and Vanessa Liu (City University of Hong Kong, Hong Kong)
Copyright: © 2004 |Pages: 17
DOI: 10.4018/978-1-59140-251-0.ch004
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Customer retention, or repurchase, is one of the main factors that help to create and maintain the competitiveness and sustainability of an organization. With the proliferation of B2C electronic commerce, retention has become even more important to Internet merchants who sell online, where customers are provided with a wide variety of choices and competition is globally severe. As opposed to pageviews and click through ratios, repurchase provides a more revealing metric of the effectiveness of websites. It is therefore important to explain and identify the determinants of online customer retention. Previous IS research on online shopping mainly focused on adoption and usage issues. Very few studies, however, examined whether customers made repurchases after they were attracted to and satisfied with the buying experience and product. In this study, we develop, operationalize and empirically test a model that explains online consumer retention as measured by repurchase. Our findings demonstrated that the direct effect of satisfaction on repurchase is positively moderated by online shopping habit. This research also highlights and identifies specific factors affecting customer retention that should help practitioners in formulating the appropriate marketing strategies.

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Table of Contents
M. Gordon Hunter
Chapter 1
Michael J. Mol, Otto R. Koppius
A key concern for all multinationals is where to find a suitable location for their business activities, bearing in mind that they must find the... Sample PDF
Information Technology and the Internationalization of the Firm
Chapter 2
Qiu Bin, Shao Q. Sun
This chapter discusses the importance of identifying cultural problems of the online globalization and points out that payment and logistic systems... Sample PDF
Cultural Differences in E-Commerce: A Comparison Between U.S. and China
Chapter 3
William Wresch
While e-commerce would seem to be a unique opportunity for poor countries with limited local markets to sell goods to richer nations, limited... Sample PDF
Initial E-Commerce Efforts in Nine Least Developed Countries: Review of National Infrastructure, Business Approaches, and Product Selection
Chapter 4
Mohamed Khalifa, Moez Limayem, Vanessa Liu
Customer retention, or repurchase, is one of the main factors that help to create and maintain the competitiveness and sustainability of an... Sample PDF
A Contigency Theory for Online Customer Retention: The Role of Online Shopping Habit
Chapter 5
Gregory E. Kersten, Mik A. Kersten, Wojciech M. Rakowski
Software applications are designed around user interaction. One interaction component is the user interface; the other deeper components represent... Sample PDF
Software and Culture: Beyond the Internationalization of the Interface
Chapter 6
Charles E. Downing, John Gallaugher, Albert H. Segars
Empowerment is an important and desirable state for employees within business enterprises around the world. Yet, the pursuit of empowerment across... Sample PDF
Culture, Information Technology Choice and Empowerment: Revisiting the Interplay
Chapter 7
Wayne W. Huang, Kwok-Kee Wei, John Lim
This chapter deals with the use of a group support system (GSS) to support virtual team-building. Literature review on Group Support Systems (GSS)... Sample PDF
Using a GSS to Support Virtual Team-Building: A Theoretical Framework
Chapter 8
Hae-Yeon Choi, Haiwook Choi
This research is an exploratory study and design to find cross-cultural impact on information systems (IS) managers’ performance, job satisfaction... Sample PDF
An Exploratory Study and Design of Cross-Cultural Impact of Information Systems Managers' Performance, Job Satisfaction and Managerial Value
Chapter 9
Yining Chen, Wayne W. Huang, Jarrad Hee
Straight Through Processing (STP) is the end-to-end automation of security trading process from order to settlement. It is to be used for... Sample PDF
STP Technology and Global Financial Market: An Assessment Framework and a Case Study
Chapter 10
Jae K. Lee, Heegoo Kang, Hoe K. Lee, Han S. Lee
We have studied the evolutionary stages of pure e-tailers, click & mortar (C&M) and brick & mortar (B&M) retailers for three points of time: June... Sample PDF
Evolutionary Stages of e-Tailers and Retailers: Firm Value Determinants Model
Chapter 11
Mohammed A. Al-Wohaidi, Fawaz A. Masoud, Helen M. Edwards
Deploying IT systems has always presented a combination of challenges and risks to decision-makers. Many IT projects have failed to accomplish their... Sample PDF
Fundamental Risk Factors in Deploying IT/IS Projects in Omani Government Organisations
Chapter 12
Lynley Hocking
The LSP is a project where computerised technology has been used in an innovative manner to assist the creation of and access to legislation in... Sample PDF
Legislation Systems Project: An Ethnographic Case Study of Computerisation and the Production of Legislation in Tasmania, Australia
Chapter 13
Patrick Y.K. Chau, Vanessa Liu
As more and more small- and medium-sized enterprises (SME) adopt information technology (IT) in their daily business operations and even in their... Sample PDF
Adoption of Electronic Data Interchange in Small-and Medium-Sized Enterprises
Chapter 14
Won-Seok Yoo, Kil-Soo Suh, Moon-Bong Lee
The purpose of this study is to find the factors that enhance member participation in virtual communities. Although there are many factors... Sample PDF
How Can We Enhance Member Participation in Virtual Communities?
Chapter 15
Pauline Ratnasingam
This chapter seeks to understand inter-organizational-trust as an antecedent factor in the adoption of and participation in e-commerce. Exploratory... Sample PDF
The Role of Inter-Organizational Trust in B2B E-Commerce
Chapter 16
Antonis C. Stylianou
It is widely recognized that eCommerce represents a critical resource for most business organizations. With over 1.25 billion people and... Sample PDF
Perceptions and Attitudes About eCommerce Development in China: An Exploratory Study
Chapter 17
She-I Chang, Guy G. Gable
This chapter reports on a study of issues across the ERP life cycle from the perspectives of individuals with substantial and diverse involvement... Sample PDF
A Comparative Analysis of Major ERP Life Cycle Implementation, Management and Support Issues in Queensland Government
Chapter 18
Ahmed A.M. Seliem, Ahmed S. Ashour, Omar E.M. Khalil, Stephen J. Millar
Most of the empirical evidence on the effectiveness of information systems and their determinants is confined to the use of data from Western... Sample PDF
Relationship of Some Organizational Factors to Information Systems Effectiveness: A Contingency Analysis of Egyptian Data
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