Factors affecting repurchase intentions in retail shopping: An empirical study

Area of Science:

• Consumer Behavior
• Retail Management
• Marketing Science

Background:

• Consumer repurchase intention is crucial for retail success.
• The in-store shopping experience significantly impacts customer behavior.
• Existing research often overlooks the mediating factors in the customer journey.

Purpose of the Study:

• To investigate factors influencing consumer repurchase intentions in retail.
• To develop and test a new conceptual framework for in-store customer shopping experience.
• To understand the indirect effects of antecedents on repurchase intention through mediating factors.

Main Methods:

• Developed a new research model with 12 factors across three dimensions: antecedents, mediators, and repurchase intention.
• Empirically tested the model using primary data from 618 retail customers via a web-survey.
• Utilized Structural Equation Modeling (SEM) to test 11 research hypotheses.

Main Results:

• Antecedents of in-store shopping experience significantly influence mediating factors (customer experience, emotions, perceived value, satisfaction, loyalty).
• Mediating factors, in turn, significantly impact consumer repurchase intentions.
• Interior shop environment, layout, and merchandise value are key drivers for repeat customers.

Conclusions:

• Retailers should prioritize enhancing interior design and merchandise value to foster customer loyalty.
• The study provides a comprehensive, three-dimensional understanding of the mechanism driving repurchase intentions.
• Findings offer broader generalizability across various retail settings and highlight the importance of in-store emotions and experience.