TY - CHAP
T1 - Enhancing online repurchase intention via application of big data analytics in E-commerce
AU - Hui, Steven Chan Siang
AU - Dastane, Omkar
AU - Johari, Zainudin
AU - Roslee, Mardeni
N1 - Publisher Copyright:
© 2021, IGI Global.
PY - 2021
Y1 - 2021
N2 - Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on customers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.
AB - Based on the empirical research, this chapter investigated the impact of big data-based techniques typically used in big-data driven E-commerce such as information search, recommendation system, dynamic pricing, and personalisation on the online repurchase intention in Malaysia. This study also investigated the mediating effect on customer satisfaction. Therefore this study utilised the quantitative research method with an explanatory study to predict the link between dependent and independent variables. Additionally, the snowball sample method was used to select a sample size of 318 working adults in Klang Valley. Next, a self-administered online questionnaire was used to collect the necessary data. The IB, SPSS 22 software was then used to assess the reliability and normality of the variables at the first stage. Next, the Confirmatory Factor Analysis and Structural Equation Modelling were examined via IBM SSS AMOS 22. The findings showed that the big data analytic factors like information search, recommendation system, dynamic pricing, and personalisation had a positive significant impact on customers' repurchase intention. Nonetheless, the mediation effect of customer satisfaction on information search, recommendation system, and dynamic pricing did not encourage the repurchase intention. Then, this chapter discussed the managerial implication, limitations, and future research scope. Finally, this study suggested strategies to enhance online repurchase intention via application of big-data analytics in E-commerce.
UR - http://www.scopus.com/inward/record.url?scp=85137687610&partnerID=8YFLogxK
U2 - 10.4018/978-1-7998-4984-1.ch021
DO - 10.4018/978-1-7998-4984-1.ch021
M3 - Chapter (Book)
AN - SCOPUS:85137687610
SN - 9781799849841
T3 - Advances in Electronic Commerce (AEC)
SP - 395
EP - 434
BT - Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN
A2 - Almunawar, Mohammad Nabil
A2 - Anshari, Muhammad
A2 - Lim, Syamimi Ariff
PB - IGI Global
CY - Hershey PA USA
ER -