Online shopping: Factors affecting consumer's continuance intention to purchase

Digital economy: theory and practice

Research confirms that continued intentions play an important role in consumers’ decisions in online shopping. In our study, we assume that the factors influencing sustainable intention from the startup’s side are service quality, delivery, and from the consumer side – their attitude towards online continuity intentions. The research was carried out at the beginning of the COVID-19 pandemic, which is known to have greatly influenced the increase in online shopping. This condition occurs due to restrictions on the mobility of people, but the goods delivery is not affected. The purpose of this study is to investigate service quality and shipping that has been considered a critical factor affecting the continuance intention of consumers in online shopping. Moreover, we investigate whether attitude acts as a moderator between service quality and shipping with regard to continued intention in online shopping. Later these empirical findings can provide recommendations to startups in developing service quality in online stores and trustworthiness in the delivery of goods purchased online. Both are considered to have disrupted the way of shopping in the digital era. This study was conducted using a quantitative approach by distributing questionnaires to online shopping consumers. Utilizing SEM with AMOS 22, the current study recruited 400 respondents to provide primary data. The findings on online service quality of inquiry showed that assurance, reliability, and responsiveness contributed to perceived innovativeness of service quality. The construct of service quality observed is confirming prior research, which indicated that the perceived service quality is based on assurance, which includes security, data protection, and a guarantee of no abuse. Reliability is closely related to accuracy, full responsibility, and absence of access failure. Shipping constructs is consistent with a reliable, safe, and timely delivery that is essential for online consumers. Thus, the findings indicate that although consumers hold a positive attitude towards continued intentions in online shopping, service quality is shown at a sufficient level and shipping wasn’t detected. This study also found that attitude does not act as a moderator of the relationship between service quality and shipping towards continuance intentions in online shopping. After the factors were taken into consideration, we could conclude that in terms of service quality, the characteristics of assurance, reliability, and responsiveness in online shopping are decisive factors affecting customer shopping decision. Meanwhile, the shipping factor has no direct relationship with online shopping intentions. This condition can be explained by the fact that most consumers who shop online reside exclusively in Jakarta. Consequently, goods are swiftly delivered and received by consumers. In this report, if companies want to maintain a long-term relationship with consumers, they should provide excellent service for them in their choices for using websites, and even moreso, in online shopping, where the service quality instruments are different from the conventional businesses. One implication of these findings for managers, of both startup and shipping companies, is to pay attention to the website platforms as part of assessing perceptions of service quality.