ASSESSING THE IMPACT OF ONLINE CUSTOMER EXPERIENCE, PERCEIVED, AND CUSTOMER SATISFACTION ON REPURCHASE INTENTION
Abstract - In the digital era, online businesses have emerged as a leading method for acquiring goods and services. Identifying the factors that affect customers' inclination toward repeat purchases is vital for the success and growth of online enterprises. Regrettably, perceived risks related to online shopping, such as concerns over the security of personal and financial information, can considerably impact customers' repurchase intentions, influencing the success of online retailers. This study aims to explore the relationships between online customer experience, perceived risk, customer satisfaction, and repurchase intention.
Understanding the factors that affect customers' preferences for repeat purchases is crucial for the success and expansion of online businesses. Unfortunately, the perceived risks associated with online shopping, including uncertainties about protecting personal and financial data, can significantly influence customers' intentions to repurchase, ultimately affecting the success of online retailers. The purpose of this research is to examine the relationships among online customer experience, perceived risk, customer satisfaction, and the intention to make subsequent purchases.
The study employs a quantitative research method, in which a questionnaire was designed and distributed to a group of participants in Bangkok, Thailand. The collected data was analyzed using multiple linear regression analysis in SPSS. The analysis results showed that online customer experience, perceived risk, and customer satisfaction were significant predictors of repurchase intention.
Keywords - Online Customer Experience, Customer Satisfaction, Repurchase Intention, Perceived Risk