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Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce

Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce

Steven Chan Siang Hui, Omkar Dastane, Zainudin Johari, Mardeni Roslee
Copyright: © 2021 |Pages: 40
ISBN13: 9781799849841|ISBN10: 1799849848|ISBN13 Softcover: 9781799854500|EISBN13: 9781799849858
DOI: 10.4018/978-1-7998-4984-1.ch021
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MLA

Chan Siang Hui, Steven, et al. "Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce." Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN, edited by Mohammad Nabil Almunawar, et al., IGI Global, 2021, pp. 395-434. https://doi.org/10.4018/978-1-7998-4984-1.ch021

APA

Chan Siang Hui, S., Dastane, O., Johari, Z., & Roslee, M. (2021). Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce. In M. Almunawar, M. Anshari, & S. Ariff Lim (Eds.), Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN (pp. 395-434). IGI Global. https://doi.org/10.4018/978-1-7998-4984-1.ch021

Chicago

Chan Siang Hui, Steven, et al. "Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce." In Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN, edited by Mohammad Nabil Almunawar, Muhammad Anshari, and Syamimi Ariff Lim, 395-434. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-4984-1.ch021

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Abstract

Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on customers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.

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