Short answer

Focus on optimizing the user journey for ease of use and clearly articulate the benefits and value of your product or service to foster trust and encourage positive online reviews, thereby increasing repeat purchases.

Field
Innovation & Markets
Source
Economic Research-Ekonomska Istraživanja (2023)
Method
Quantitative research using structural equation modeling (SEM).
Sample
298 participants
Evidence
Strong effect

Enhancing the perceived convenience and value of online shopping experiences directly increases customer repurchase intention, with trust and electronic word-of-mouth (e-WOM) acting as significant mediating factors. This innovation & markets research insight is drawn from a 2023 study published in Economic Research-Ekonomska Istraživanja. Using Quantitative research using structural equation modeling (sem). with 298 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on optimizing the user journey for ease of use and clearly articulate the benefits and value of your product or service to foster trust and encourage positive online reviews, thereby increasing repeat purchases.

Study
Innovation & MarketsRecentStrong effect

Perceived convenience and value drive online repurchase intention via trust and e-WOM

Enhancing the perceived convenience and value of online shopping experiences directly increases customer repurchase intention, with trust and electronic word-of-mouth (e-WOM) acting as significant mediating factors.

Economic Research-Ekonomska Istraživanja · 2023

01

Key Findings

  • 01Perceived convenience positively affects repurchase intention.
  • 02Perceived value positively affects repurchase intention.
  • 03Trust positively affects repurchase intention.
  • 04e-WOM positively affects repurchase intention.
  • 05Trust mediates the relationship between perceived value and repurchase intention.
02

Application

Design takeaway

Focus on optimizing the user journey for ease of use and clearly articulate the benefits and value of your product or service to foster trust and encourage positive online reviews, thereby increasing repeat purchases.

How to apply

When designing or refining an e-commerce platform, conduct user testing to identify friction points that reduce convenience. Develop clear value propositions for products and services, and actively encourage customer reviews and testimonials to build trust and leverage e-WOM.

Project actions

  • 01When investigating user behaviour, consider how ease of use and perceived benefit influence future engagement.
  • 02Explore the role of social proof (like reviews) and trust in building customer loyalty for a product or service.
03

Method & Evidence

AimTo investigate how perceived convenience and perceived value influence online repurchase intention, and to examine the mediating roles of trust and e-WOM in these relationships.
MethodQuantitative research using structural equation modeling (SEM).
ProcedureA survey was administered to online shoppers, collecting data on their perceptions of convenience, value, trust, e-WOM, and repurchase intention. The collected data was then analyzed using PLS-SEM to test the proposed relationships and mediation effects.
Sample298 participants
ContextOnline shopping in North Macedonia.

Variables

IV["Perceived convenience","Perceived value"]
DV["Intention to repurchase"]
CV["Trust","e-WOM"]
04

Strengths & Limitations

Strengths

  • +Employs advanced statistical techniques (SEM) for robust analysis.
  • +Investigates multiple influential factors and their interrelationships.

Limitations

Self-reported data can be subjective. Findings might differ in markets with varying levels of internet penetration or e-commerce maturity.

Reliability & validity

The use of SEM and bootstrapping techniques suggests a rigorous approach to testing the model's reliability and validity. However, the reliance on self-reported data may introduce potential validity concerns.

Think critically

How might cultural differences or the specific product category influence the relative importance of perceived convenience versus perceived value in driving repurchase intention?

05

Design Principles

"Customer repurchase intention is a function of perceived ease of use, demonstrable value, and established trust, amplified by social proof through e-WOM."

Understanding these drivers is crucial for businesses operating in the digital space. By focusing on improving convenience and demonstrating clear value, companies can foster greater customer loyalty and encourage repeat purchases, ultimately impacting market share and profitability.

06

What This Means for Your Design

Making online shopping easy and showing customers they're getting a good deal makes them want to buy again. How much they trust the company and what others say online are important for this, especially when the deal is good.

How to use in your project

  • 1.Reference this study when discussing how user experience (convenience) and value proposition impact customer retention and loyalty in your design project.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research demonstrates that perceived convenience and value are significant drivers of online repurchase intention. Furthermore, the study found that trust and electronic word-of-mouth (e-WOM) act as crucial mediators, particularly in how perceived value translates into repeat business. These findings suggest that design efforts should focus on optimizing user experience for ease and clearly communicating product/service benefits to foster loyalty.

09

Source

Economic Research-Ekonomska Istraživanja

The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust

journal · 2023

View source

Questions About This Research

What does the research say about perceived convenience and value drive online repurchase intention via trust and e-wom?
Focus on optimizing the user journey for ease of use and clearly articulate the benefits and value of your product or service to foster trust and encourage positive online reviews, thereby increasing repeat purchases. Evidence: Economic Research-Ekonomska Istraživanja (2023).
Why does "Perceived convenience and value drive online repurchase intention via trust and e-WOM" matter for design?
Understanding these drivers is crucial for businesses operating in the digital space. By focusing on improving convenience and demonstrating clear value, companies can foster greater customer loyalty and encourage repeat purchases, ultimately impacting market share and profitability.
How can designers apply this research?
Focus on optimizing the user journey for ease of use and clearly articulate the benefits and value of your product or service to foster trust and encourage positive online reviews, thereby increasing repeat purchases.
What were the main findings?
Perceived convenience positively affects repurchase intention.. Perceived value positively affects repurchase intention.. Trust positively affects repurchase intention.. e-WOM positively affects repurchase intention.
What research method was used?
Quantitative research using structural equation modeling (SEM). with 298 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Economic Research-Ekonomska Istraživanja.
What should I do differently in my next project?
When designing or refining an e-commerce platform, conduct user testing to identify friction points that reduce convenience. Develop clear value propositions for products and services, and actively encourage customer reviews and testimonials to build trust and leverage e-WOM.
What are the limitations?
The study was conducted in a specific geographical region (North Macedonia), which may limit the generalizability of findings to other markets with different cultural or economic contexts. The study relies on self-reported data, which can be subject to biases.