Exploring online repurchase behavioural intention of university students in Malaysia

The focus of this study is to explore the antecedents of online repurchase intention (RI) of university students in Malaysia. The aim of this study is to examine online RI, specifically to examine the impact of prepurchase user perceptions of attributes, pre-purchase user attitudes and postpurchase user attitudes on RI. This study managed to collect 318 completed online questionnaires from internet shoppers. Multiple Regression Analysis (Stepwise Method) was deployed to statistically test the proposed hypotheses. We found that perceived value and perceived risk are not predictor factors towards RI among experienced online shoppers. Interestingly, PU, PEOU, privacy concern, internet literacy/affinity and satisfaction were positively significant factors in predicting RI. This study considers a few studies’ attempts to empirically examine the impact of pre-purchase user perceptions of attributes, pre-purchase user attitudes and post-purchase user attitudes on repurchase intention. The research limitations, contribution and managerial implications are discussed.