Does COVID-19 Affect Online Experience Towards Repurchase Intention? An Empirical Study in Indonesia

Abstract

Compared to shopping in the pre-pandemic times, online shoppers have boosted their online buying behaviors since the COVID-19 pandemic began. The study examines the role of the online shopping experience as a moderator impacting the influence of service quality and satisfaction on repurchase intention in East Java, Indonesia, in the pandemic COVID-19 era. The method of this study is explanatory research with an online survey. The primary data collected from 229 samples in East Java, Indonesia, did shopping using Shopee Platform during the last six months of the study. Responses were enumerated and analyzed using descriptive statistical analysis, followed by Moderated Regression Analysis (MRA). The descriptive statistics show that, as in East Java, online shoppers are dominated by women below 30 years old. MRA result explains the e-service quality affected repurchase intention, and satisfaction also affected repurchase intention before being moderated by the online shopping experience in East Java, Indonesia, in the pandemic COVID-19 era. While service quality and satisfaction were affected by the moderator, the moderator did not significantly affect repurchase intention in the pandemic COVID-19 era. Further research must pay attention to similar research in a post-pandemic era.