A Generation X Cohort Analysis of E-shoppers: Satisfaction, Loyalty and Repurchase Intentions in a Developing Country. (5th December 2017)

• Record Type: Journal Article
• Authors: Chauke, X. D.; Dhurup, M.
• Is Part Of: Journal of social sciences. Volume 52:Number 1-3(2017)
• Page Start: 145
• Page End: 154
• Publication Date: 2017-12-05
• Subjects: Consumers -- Internet -- Online Shopping -- South Africa -- Consumers; Social sciences -- Periodicals; 300.5
• DOI: 10.1080/09718923.2017.1359908
• Languages: English
• ISSNs: 0971-8923

Abstract

ABSTRACT: Research effort devoted to investigating the influence of e-satisfaction and e-loyalty on repurchase intention in the context of South African online environments have largely been scarce. This study examines the influence of e-satisfaction and e-loyalty on repurchase intentions among a cohort of generation x consumers. The study is located within a quantitative research paradigm in order to test the proposed hypotheses. Data was collected from generation x online consumers in the southern Gauteng region, South Africa. A snowball sampling method was employed and a total of 369 questionnaires were analysed through correlation and regression analysis. The results show that e-satisfaction and e-loyalty have a positive and significant relationship with repurchase intention. E-shopping satisfaction also positively influenced e-shopping loyalty. Limitations, implications and future research directions are suggested.