Date of Publication

1-2021

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Reynaldo A. Bautista, Jr.

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Miguel Paolo Paredes
Carlo Miguel Saavedra

Abstract/Summary

The purpose of this research is to explore and investigate the impacts of Online Shopping Values, Web Atmospheric Cues, Electronic Word-of-Mouth on Young Millennials’ Repurchase Intention. In this present study, partial least squares-structural equation modeling was used. As for its conceptual framework, the researcher adopts Stimulus-Organism-Response (S-O- R) Model by Mehrabian and Russell (1974) which was rooted from the Theory of Environmental Psychology. This present research used N:q 20:1 ratio by Kline (2015) in order to obtain satisfactory level to execute the target or desired statistical data analysis and free the present research from any bias. A total of 199 participants who are categorized as Young Millennials’ aged 24-31 years old and currently residing in Metro Manila and in nearby provinces were the actual respondents of the present study. Overall, path coefficient models’ results showed that internal influence (Utilitarian Shopping Value), and external influences (Effectiveness of Information Content), (Web Entertainment) have a significant and direct effects to E-Satisfaction considering their path coefficients of 0.209; 0.197; 0.371 and P-values of 0.007; 0.013; 0.001, respectively. However, there were no significant and direct effects from Hedonic Shopping Value, Web Informativeness, and Electronic Word-of-Mouth to E-Satisfaction. Moreover, present findings showed that E-Satisfaction played a significant role on the Young Millennials’ Repurchase Intention using the same online platform with a path coefficient of 0.781 and P-value of 0.001. Furthermore, the present research accentuates on how and why E-Satisfaction really matters, stimulated by online shopping values, web atmospheric cues, and electronic word-of-mouth leading to a particular behavioral outcomes.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Consumer behavior; Consumers—Attitudes; Willingness to pay

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Embargo Period

8-25-2022

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