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Factors Influencing User Satisfaction and Repurchase Intention on Jindongs Cross-Border E-Commerce Platform: A Study of Users in Heilongjiang China |
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| รหัสดีโอไอ | |
| Creator | Sun Wanli |
| Title | Factors Influencing User Satisfaction and Repurchase Intention on Jindongs Cross-Border E-Commerce Platform: A Study of Users in Heilongjiang China |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 19 |
| Journal No. | 1 |
| Page no. | 114-126 |
| Keyword | Perceived Quality, Popularity, User Satisfaction, Repurchase Intention, E-commerce |
| URL Website | https://assumptionjournal.au.edu/index.php/AU-GSB/article/view/8749 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: This research aimed to evaluate the effects of perceived ease of use, information quality, system quality, service quality, perceived quality, popularity, user satisfaction, and repurchase intention toward using and intention to examine dependent variables such as consumers' intention to repurchase online at jingdong.com in China. Research design, data, and methodology: This study was quantitative, and the researcher obtained data for analysis by distributing questionnaires to the target population. The index of Item?Objective Congruence (IOC), pilot test, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM) were methods utilized to analyze the data and test the research hypotheses proposed. Results: The study's findings revealed that independent variables, including system quality, information quality, service quality, perceived quality, popularity, and user satisfaction, had statistically significant impacts on customers online repurchase intention at Jingdong.com in China. However, demographic variables exhibited significance only through independent t-tests and analysis of variance. Conclusions: These research outcomes hold practical implications for organizations, managers, and stakeholders in Cross-border e-commerce website platforms. Additionally, insights from this study contribute to comprehending the nuances between Western and Asian cultures, aiding in developing culturally sensitive websites and targeted promotional efforts. Ultimately, the study fosters organizational growth and is a valuable resource for future researchers in this domain. |
