Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia

Abstract

This research aims to investigate TAM as a theoretical framework for explaining customer behavior in online purchases through e-commerce, with customer satisfaction serving as a mediating variable towards repurchase intention. A quantitative approach was employed, utilizing statistical analysis as a research tool, with Partial Least Squares Structural Equation Modeling (PLS-SEM) employed to test the outer and inner model outputs. Furthermore, a questionnaire was utilized as the research instrument distributed to 400 respondents who met the research criteria, with 300 valid questionnaires used for analysis. The findings of this research indicate that perceived ease of use and perceived usefulness significantly influence customer satisfaction, albeit not directly impacting repurchase intention significantly. However, customer satisfaction significantly and directly affects repurchase intention. On another note, customer satisfaction exhibits full mediation effects influencing the relationship between perceived ease of use and perceived usefulness towards repurchase intention. In this regard, this study acknowledges the TAM model as a theoretical lens concerning consumer behavior in the context of technology adoption for online shopping, particularly within the domain of e-commerce platforms in Indonesia.

Keywords

• TAM
• perceived ease of use
• perceived usefulness
• customer satisfaction
• repurchase intention
• Marketing