Determinants of customer repurchase intention in online shopping

Purpose The purpose of this paper is to understand customers' repurchase intentions in online shopping. This study extends the technology acceptance model (TAM) by introducing e‐service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers' repurchase intentions within the context of online shopping. Design/methodology/approach Data collected from 360 PCHome online shopping customers provides strong support for the proposed research model. PLS (partial least squares, PLS‐Graph version 3.0) is used to analyse the measurement and structural models. Findings The study shows that trust, perceived ease of use, perceived usefulness and enjoyment are significant positive…