Research Article Open Access

Mediating Role of Customer Value between Innovative Self Service Technology (ISST) Factors and Online Repurchase Intention

Abstract

This paper measures the effects of Innovative Self Service Technology (ISST) factors on Customer value (CV) and further effects of customer value on online repurchase intention. Quantitative method was employed and a structured survey was tested among a sample of 122 online shoppers. From selected traits of ISST, navigation and ease of use showed a significant contribution towards CV. Moreover, it was found that customers are more intended to repurchase when they perceive a high value from an online retail store. The paper examines diverse ISST aspects reasoning customer’s continuance of online shopping in Lahore. Future research could be drawn on a larger sample size. Moreover, research can be extended to factors that hinder customer’s intention to continue online shopping e.g. fraud, quality issues, security and privacy.

Saher Irshad

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