Alternative explanations of online repurchasing behavioral intentions: A comparison study of Korean and UK young customers

Purpose: This study sets out to employ a cross-cultural perspective to explore alternative explanations in the development of the online repurchase intentions model. Design/methodology/approach: The proposed constructs of alternative models deal with key online consumer behavior variables such as customized information, web use applications, online service and perceived interactivity which lead to the formation of purchase intentions. These variables form the theoretical foundation for four alternative models. To test these four alternative models 448 online consumers were surveyed in 2007. Structural equation modeling is used to test these models. Findings: The results demonstrate that the power of customized information lies in its ability to influence consumer satisfaction and perceived interactivity that are proximate to repurchase intentions. The results also show that the link of satisfaction?repurchase intentions provides a meaningful empirical representation of the hierarchical sequence in which the cycle of customer repurchasing process (satisfaction?attitude?repurchase intentions) is related. Research limitations/implications: One may examine applications of the findings in the travel industry in practice and reflect upon potential pitfalls when applying the findings of this piece of the present research. Although previous studies reveal the significance between the two constructs, further research can investigate the issue to be generalizable to the many types of e-B2C services. Second, particularly in terms of the ability to generalize the model, the study did not provide fairly consistent results for different service categories