The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior

Abstract

Previous studies have found that website design quality is one main factor affecting consumers' initial online purchase behavior. For consumers' repurchase behavior, in addition to website design quality, service quality is another important factor. Which factor is more important in determining consumers' repurchase intention? Our results show that, compared with website design quality, service quality has significantly stronger effects on consumers' trust and satisfaction, both of which lead to their repurchase intention.

Keywords:

• service quality
• website design quality
• satisfaction
• trust
• online repurchase

Notes

1. We recognize the connection between website design quality and service quality as many websites also provide certain customer service functions. However, we distinguish between them. For example, even though a website may easily allow a customer send an inquiry to customer service, thus having good website design quality, the promptness and accuracy of the reply is reflective of the company's service quality. Website design quality reflects the technical quality of the website interface, while service quality is mainly concerned with the people and processes behind the website that are providing service to the customer.