Model of Continuance Customers Purchasing Decisions Online Products through Websites and Applications

Abstract

          The objective of this research study was to : 1) examine the behavior of customers shopping for online products through websites and applications, 2) important factors affecting the continuance purchasing decisions of customers, 3) analyze the relationship between these factors, 4) and propose a model for purchasing continuance purchasing decisions of customers for online products through websites and applications. The study utilized mixed methods, including qualitative interviews with key informants and a focus group, as well as a quantitative survey with 385 randomly sampled online customers using a questionnaire.

          The results showed that: 1) purchase cost in the past 6 months, brand selection, number of purchases in the past 6 months, and purchase quantity were high-level behavior characteristics of shopping online products through websites and applications. 2) Factors affecting continuance purchasing decisions included loyalty, value delivery, word of mouth electronics, ease of access, satisfaction, confidence and risk-taking, and design, all at a high important level. 3) There was no significant difference in these factors based on gender, age, occupation, education level, or average monthly income. 3) Behavior characteristics were found to be highly related to loyalty, value delivery, satisfaction, and word of mouth electronics, but moderately related to other factors. 4) Finally, the proposed model for purchasing continuance purchasing decisions of customers for online products through websites and applications included word of mouth electronics, value delivery, confidence and risk-taking, loyalty, satisfaction, ease of access, and design, which jointly accounted for 62.4% of the model for purchasing continuance purchasing decisions of customers for online products through websites and applications at a statistically significant level of .05