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

Abstract

This article investigated the effect of perceived convenience and perceived value on intention to repurchase in online shopping. We also assessed trust and e-WOM as mediators between perceived value and repurchase intention. During March-July 2022, a sample of 298 responses were collected from consumers that use online shopping in North Macedonia. We analysed the research model using PLS structural equation modelling (SEM) and used bootstrapping technique for testing the hypotheses. The findings showed that all independent variables (perceived value, and perceived convenience, trust, and e-WOM) affected repurchase intention. Moreover, the findings revealed that trust and e-WOM mediate the relationship perceived value in its relationship with repurchase intention. Perceived convenience and value contributed significantly to repurchase intention during online shopping, and perceived value had greater impact on e-WOM. Results provide some theoretical and practical implications regarding the effects of factors that impact repurchase intention during online shopping in North Macedonia.