Customers’ Expectation, Satisfaction, and Repurchase Intention of Used Products Online: Empirical Evidence From China

Abstract

The trend to shop secondhand products (SHPs) is accelerating owing to a substantial interest of customers particularly toward online shopping of SHPs. Drawing on the expectation–confirmation model (ECM), this study aims to examine the relationships among customer expectation, perceived enjoyment, perceived ease of use (PEOU), satisfaction, and repurchase intention of online shopping of used products. Data were collected using a convenience sampling technique from 400 Chinese shoppers often acquire used products online. The results revealed that expectation significantly affects perceived enjoyment, PEOU, and satisfaction. The findings further reported that perceived enjoyment has a positive influence on satisfaction and repurchase intention. Likewise, satisfaction has a positive direct effect on repurchase intention. Our results affirmed that satisfaction partially mediates the relationships among expectation, perceived enjoyment, and repurchase intention, whereas no mediation established among PEOU, satisfaction, and repurchase intention. Finally, an insignificant effect of PEOU on satisfaction and repurchase intention was observed. The study empirically furnishes insightful information for the organizations to offer SHPs online to enhance organizational profit. Theoretical and managerial implications along with research opportunities are reported.