Title: Is it assortment or overall satisfaction which fires online repatronage intention in the silhouette of social norms?

Authors: Sanjeev Prashar; Pranay Verma

Addresses: Indian Institute of Management Raipur, Atal Nagar, P.O. Kurru (Abhanpur), Raipur – 493 661, Chhattisgarh, India ' School of Retail and Fashion Merchandise, Footwear Design and Development Institute, A-10/A, Sector 24, Noida, India

Abstract: Satisfaction has been classified at assortment (transactional) level and at an overall (cumulative) level. This paper purports to analyse online repurchase intention in the context of satisfaction at these two levels for online retailing of footwear. A two step structural equation modelling was applied to test the measurement and structural model on the data collected from 458 Indian respondents. The finding of this empirical study shows that assortment satisfaction has a positive direct influence on overall satisfaction but no influence on repurchase intention, which otherwise is positively influenced by overall satisfaction. Social norm influences both types of satisfaction but not repurchase intention. This is the first study on online purchase of footwear which differentiates assortment satisfaction from overall satisfaction. Given the growth of online retail, this study provides scholars and practitioners with suggestions and recommendations on how assortment satisfaction can be used to fabricate overall satisfaction.

Keywords: assortment satisfaction; overall satisfaction; repurchase intention; online retailing; social norm.

DOI: 10.1504/IJIMA.2020.111049

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.4, pp.399 - 416

Received: 30 Jul 2018
Accepted: 14 Mar 2019

Published online: 06 Nov 2020 *

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