Date of Publication
1-31-2022
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Interdisciplinary Business Studies
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Decision Sciences and Innovation Dept
Thesis Advisor
Manuel Tanpoco
Defense Panel Chair
Harvey Ong
Defense Panel Member
Edgar Chang
Abstract/Summary
Online retailers such as Lazada have staked their claim as business giants in modern times. This study aims to examine the online repurchase behavioral intention of Lazada users, and which factors are significant to determining these behaviors. To examine these factors, the study utilizes a quantitative research method which uses linear regression analysis to test the data gathered from 388 respondents. The findings of the study show that pre-purchase user attributes are determinants of repurchase intention in terms of perceived usefulness, while the variables of perceived ease of use, perceived risk, and perceived value are not influential predictors of repurchase intention, meaning that these variables do not affect the repurchase intention of Lazada shoppers. The variables of perceived benefit, and pre-purchase user attitudes can drive customers to repurchase from Lazada. These findings were mostly in line with answers from industry experts regarding their opinions on the influence of the stated variables on online repurchase intention. It is advisable for online retailers to implement features that enhance perceived usefulness, trust, privacy concern, satisfaction with process quality, and satisfaction with outcome quality. Features that address these factors include 2-factor authentication, checking product packaging, and regularly engaging with customers to improve trust and satisfaction with Lazada. This study contributes to knowledge of determining customer repurchase intention.
Abstract Format
html
Language
English
Format
Electronic
Keywords
Consumer behavior—Philippines; Consumers—Philippines—Attitudes
Recommended Citation
Lisaba, E. F., Macasaet, A. F., Reyes, A. M., & Villalon, J. M. (2022). Examining the online repurchase behavioral intentions of online shoppers in Lazada: A study on how pre-purchase user perceptions of attributes, pre-purchase user attitudes, and perceived benefits affect repurchase intention. Retrieved from https://animorepository.dlsu.edu.ph/etdb_dsi/82
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Embargo Period
2-24-2022
