The Impact of Website Effectiveness towards Online Repurchase Intention

Abstract

Internet shopping has become a current trend and it is growing rapidly around the world. Online shopping has become the main market channel from online retailers or marketers as it is convenient and mainly accepted by the Generation Y. Based on purchasing behavior for each generation group towards online shopping, it can be defined that Generation Y is highly acceptable towards online shopping activities compared to other generations. Therefore, the purpose of this study is to identify the impact of website effectiveness towards online repurchase intention among Generation Y online consumers in Malaysia. The AIPD model can be an integrative way to evaluate domestic and international websites? strategies and be a motivation for consumers especially Generation Y to adopt online shopping. Therefore, the elements of the APID model which are attracting, informing, positioning, and delivering have been selected as the four independent variables in this study. A quantitative research was utilized in this study and data was collected by distributing 100 questionnaires to online shopping consumers among the Generation Y in Malaysia. The data was collected and analyzed using SPSS version 23.0. Data analysis methods carried out in this study are Descriptive Analysis, Pilot test (Cronbach?s Alpha), Pearson Correlation Coefficient, and Multiple Regression. The findings show that four independent variables are related to online repurchase intention among Generation Y online consumers in Malaysia. Besides, online consumers from the Generation Y in Malaysia regard delivering as the most influential factor in online repurchase intention among online shopping activities.