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An Empirical Analysis of Brand Effects on Online Consumer Repurchase Behavior After Unsatisfied Experience

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The Ecosystem of e-Business: Technologies, Stakeholders, and Connections (WEB 2018)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 357))

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Abstract

This paper examines the online repurchase behavior and customer’s complaint particularly given the customer has experienced an unsatisfied shopping. We use Least Square Dummy Variable method to construct fixed-effects models and use text mining to analyze Amazon review data. The empirical results show there are brand effects on repurchase behavior after unsatisfied experience. It proves that brand is a crucial factor affecting online consumer repurchase behavior after unsatisfied experience. Transaction-specific satisfaction and overall satisfaction have different influences on repurchase behavior after unsatisfied experience. The opposite effects of these two factors reflect that different kind of satisfaction has different influence on repurchase behavior after unsatisfied experience. We find that after unsatisfied experience, the frequency of repurchase behavior on popular brand is less than that on unpopular brand. Customers prefer to repurchase unpopular brand after unsatisfied experience. This paper figures out that the factors influencing customers’ repurchase behavior after unsatisfied experience are more related to product itself, but less to channel.

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Author information

Authors and Affiliations

  1. Wuhan University, Wuhan, China

    Xiaojun Luo & Dan Ke

Authors
  1. Xiaojun Luo
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  2. Dan Ke
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Corresponding author

Correspondence to Xiaojun Luo .

Editor information

Editors and Affiliations

  1. Bentley University, Waltham, MA, USA

    Jennifer J. Xu

  2. Oregon State University, Corvallis, OR, USA

    Bin Zhu

  3. University of Utah, Salt Lake City, UT, USA

    Xiao Liu

  4. University of Illinois, Urbana-Champaign, USA

    Michael J. Shaw

  5. Georgia Institute of Technology, Atlanta, GA, USA

    Han Zhang

  6. University of Washington, Seattle, WA, USA

    Ming Fan

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Luo, X., Ke, D. (2019). An Empirical Analysis of Brand Effects on Online Consumer Repurchase Behavior After Unsatisfied Experience. In: Xu, J., Zhu, B., Liu, X., Shaw, M., Zhang, H., Fan, M. (eds) The Ecosystem of e-Business: Technologies, Stakeholders, and Connections. WEB 2018. Lecture Notes in Business Information Processing, vol 357. Springer, Cham. https://doi.org/10.1007/978-3-030-22784-5_8

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  • DOI: https://doi.org/10.1007/978-3-030-22784-5_8

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-22783-8

  • Online ISBN: 978-3-030-22784-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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