IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce

Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce
View Sample PDF
Author(s): Steven Chan Siang Hui (Anglia Ruskin University, UK), Omkar Dastane (FTMS College, Malaysia), Zainudin Johari (FTMS College, Malaysia)and Mardeni Roslee (Multimedia University, Malaysia)
Copyright: 2021
Pages: 40
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch046

Purchase

View Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce on the publisher's website for pricing and purchasing information.

Abstract

Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on customers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.

Related Content

Simriti Popli, Gabriel Wasswa. © 2024. 12 pages.
Pooja Lekhi. © 2024. 8 pages.
Shailey Singh. © 2024. 12 pages.
Shailey Singh. © 2024. 9 pages.
Tanuj Surve, Tuan Nguyen. © 2024. 17 pages.
Pawan Kumar, Sanjay Taneja, Mukul Bhatnagar, Arvinder K. Kaur. © 2024. 17 pages.
Azadeh Eskandarzadeh. © 2024. 15 pages.
Body Bottom