Perceived Usefulness, Perceived Risk, Customer Experience, and E-Satisfaction in E-Commerce Repurchase Intention
DOI:
https://doi.org/10.61987/bamj.v4i1.2186Keywords:
Perceived Usefulness, Perceived Risk, Customer Experience, Repurchase Intention, E-SatisfactionAbstract
The rapid growth of e-commerce in Indonesia has increased competition among digital platforms, making customer retention and repurchase intention increasingly important. This study examines the influence of perceived usefulness, perceived risk, and customer experience on repurchase intention, with digital satisfaction as a mediating variable. A quantitative causal approach was used by collecting data from 240 e-commerce users. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that customer experience has a positive effect on digital satisfaction (β = 0.596; p < 0.001) but a negative effect on repurchase intention (β = -0.297; p = 0.001), indicating a possible tendency to switch in a competitive digital market. Electronic satisfaction has the strongest positive effect on repurchase intention (β = 0.784; p < 0.001). Perceived risk negatively affects e-satisfaction (β = -0.370; p < 0.001) and repurchase intention (β = -0.424; p < 0.001), while perceived usefulness positively affects e-satisfaction (β = 0.096; p = 0.017) and repurchase intention (β = 0.059; p = 0.023). E-satisfaction also significantly mediates the influence of customer experience, perceived risk, and perceived usefulness on repurchase intention. This study extends research based on the Technology Acceptance Model by integrating the mechanisms of risk, experience, and satisfaction.
References
Ahmad, A., Rahman, O., & Khan, M. N. (2017). Exploring the Role of Website Quality and Hedonism in the Formation of E-Satisfaction and E-Loyalty. Journal of Research in Interactive Marketing, 11(3), 246–267. https://doi.org/10.1108/JRIM-04-2017-0022
Antwi, S. (2021). “I Just Like This E-Retailer”: Understanding Online Consumers Repurchase Intention from Relationship Quality Perspective. Journal of Retailing and Consumer Services, 61, 102568. https://doi.org/10.1016/j.jretconser.2021.102568
Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors Affecting Repurchase Intentions in Retail Shopping: An Empirical Study. Heliyon, 8(9), e10619. https://doi.org/10.1016/j.heliyon.2022.e10619
Delgosha, M. S., & Hajiheydari, N. (2020). On-Demand Service Platforms Pro/Anti Adoption Cognition: Examining the Context-Specific Reasons. Journal of Business Research, 121, 180–194. https://doi.org/10.1016/j.jbusres.2020.08.031
Djohan, S. A., Handhana, D., Castafiore, V. B., & Hendriana, E. (2022). Can Gamification Stimulate Customers to Repurchase in the E-Marketplace? The Mediation Effect of Customer Experience and Engagement. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1), 4781–4796.
Fabiola, D., Listiana, E., & Purnomo, B. B. (2023). The Effect of Online Customer Experience on E-Loyalty in Sociolla E-Commerce: E-Satisfaction as a Mediating Variable. Scientific Research Journal of Economics and Business Management, 1(1), 1–7.
Fang, J., Liu, H., Cai, Z., & Tan, C. W. (2023). Omni-Channel Retailing on Platforms: Disentangling the Effects of Channel Integration and Inter-Platform Function Usage Difference. Journal of Operations Management, 69(2), 197–216. https://doi.org/10.1002/joom.1186
Hair, J. F., Hult, G. T. M., Hamburg, C. R., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling. Long Range Planning, 46(1–2), 184–185. https://doi.org/10.1016/j.lrp.2013.01.002
Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41–55. https://doi.org/10.1177/0971890720914121
Larasetiati, M., & Ali, H. (2019). Model of Consumer Trust: Analysis of Perceived Usefulness and Toward Repurchase Intention in Online Travel Agent. Journal of Economics and Finance, 3(8), 350–357. https://doi.org/10.21276/sjef.2019.3.8.5
Lufiati, L. O., & Suparna, G. (2023). The Influence of Digital Marketing on Repurchase Intentions Mediated by Trust in the Shopee Marketplace in Denpasar City. International Journal of Social Science and Human Research, 6(8), 4788–4794. https://doi.org/10.47191/ijsshr/v6-i8-24
Lukito, S., & Ikhsan, R. B. (2020). Repurchase Intention in E-Commerce Merchants: Practical Evidence from College Students. Management Science Letters, 10(13), 3089–3096. https://doi.org/10.5267/j.msl.2020.5.014
Moliner, M. A., & Tortosa-Edo, V. (2024). Multirooming: Generating E-Satisfaction Throughout Omnichannel Consumer Journey Design and Online Customer Experience. Journal of Research in Interactive Marketing, 18(3), 349–369. https://doi.org/10.1108/JRIM-05-2023-0149
Nabila, E. Y., Listiana, E., Purmono, B. B., Fahruna, Y., & Rosnani, T. (2023). Determinants of Repurchase Intention: A Study on Ease of Use, Trust and E-Satisfaction Construct in Shopee Marketplace. East African Scholars Journal of Economics, Business and Management, 6(1), 29–36. https://doi.org/10.36349/easjebm.2023.v06i01.004
Nguyen, N. Q., Nguyen, H. L., & Trinh, T. G. (2024). The Impact of Online and Offline Experiences on the Repurchase Intention and Word of Mouth of Women’s Fashion Products with the Intermediate Trust Factor. Cogent Business & Management, 11(1), 2322780. https://doi.org/10.1080/23311975.2024.2322780
Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived Ease of Use, Perceived Usefulness, and Customer Satisfaction as Driving Factors on Repurchase Intention: The Perspective of the E-Commerce Market in Indonesia. Cogent Business & Management, 11(1), 2413376. https://doi.org/10.1080/23311975.2024.2413376
Nurcholis, L., & Miftaqulkismay, S. (2021). The Concept of Flow as Mediating Variables on the Relationships Between Perceived Usefulness with Repurchase Intention. Jurnal Aplikasi Manajemen, 19(1), 187–197. https://doi.org/10.21776/ub.jam.2021.019.01.17
Oktariani, T. O., Wisnalmawati, & Darpito, S. H. (2022). The Effect of E-Service Quality, Website Design, E-Trust, and Perceived Risk on E-Satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 10(1), 51–62. https://doi.org/10.37641/jimkes.v10i1.1203
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. (2021). The Role of E-Satisfaction, E-Word of Mouth and E-Trust on Repurchase Intention of Online Shop. International Journal of Data and Network Science, 5(8), 1–8. https://doi.org/10.5267/j.ijdns.2021.8.008
Purnamasari, I., & Suryandari, R. T. (2023). Effect of E-Service Quality on E-Repurchase Intention in Indonesia Online Shopping: E-Satisfaction and E-Trust as Mediation Variables. European Journal of Business and Management Research, 8(1), 155–161. https://doi.org/10.24018/ejbmr.2023.8.1.1766
Sari, A., Ambarwati, D. A. S., & Ramelan, M. R. (2020). The Mediation Relationship of Customer Satisfaction Between Service Quality and Repurchase Intention on E-Commerce in Indonesia. Jurnal Manajemen Dan Pemasaran Jasa, 13(1), 137–150. https://doi.org/10.25105/jmpj.v13i1.6102
Soeharso, S. Y. (2024). Customer Satisfaction as a Mediator Between Service Quality to Repurchase Intention in Online Shopping. Cogent Business & Management, 11(1), 2336304. https://doi.org/10.1080/23311975.2024.2336304
Subagio, D. P. W., Mugiono, M., & Hadiwidjojo, D. (2018). The Influence of Perceived Ease of Use on Repurchase Usefulness and Trust as a Mediation Variable. Jurnal Manajemen Dan Kewirausahaan, 6(1), 35–44. https://doi.org/10.26905/jmdk.v6i1.2067
Sullivan, Y. W., & Kim, D. J. (2018). Assessing the Effects of Consumers’ Product Evaluations and Trust on Repurchase Intention in E-Commerce Environments. International Journal of Information Management, 39, 199–219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
Syaharani, D. P., & Yasa, N. N. K. (2022). The Role of Trust as Mediation Between Perceived Usefulness and Perceived Ease of Use on Repurchase Intention. European Journal of Development Studies, 2(3), 36–40. https://doi.org/10.24018/ejdevelop.2022.2.3.91
Teo, S. C., Cheng, K. M., & Chow, M. M. (2025). Unlocking Repurchase Intentions in E-Commerce Platforms: The Impact of E-Service Quality and Gender. Cogent Business & Management, 12(1), 2471535. https://doi.org/10.1080/23311975.2025.2471535
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 33(4), 287–313. https://doi.org/10.1080/08961530.2020.1712293
Vollero, A., Sardanelli, D., & Siano, A. (2023). Exploring the Role of the Amazon Effect on Customer Expectations: An Analysis of User-Generated Content in Consumer Electronics Retailing. Journal of Consumer Behaviour, 22(5), 1062–1073. https://doi.org/10.1002/cb.1969
Wafiyyah, R. S., & Kusumadewi, N. M. W. (2021). The Effect of Perceived Usefulness, Perceived Ease of Use, and Trust on Repurchase Intention on E-Commerce Shopee. IJISET-International Journal of Innovative Science, Engineering & Technology, 8(7), 428–434.
Yang, C., Guo, L., & Zhou, S. X. (2022). Customer Satisfaction, Advertising Competition, and Platform Performance. Production and Operations Management, 31(4), 1576–1594. https://doi.org/10.1111/poms.13632
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Susi Evanita, Nadhila Sari, Zul Fahmi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
