Abstract
This study investigates the consumer repurchase abandonment mechanism in the online environment. The proposed repurchase abandonment model was built by integrating the distrust formation process into expectation-disconfirmation theory, which was based only on the dissatisfaction formation process. This study identifies that dissatisfaction and distrust are more affected by disconfirmation than pre-expectation. Therefore, it is confirmed that a recency effect is effective in the online repurchase abandonment context. This study also identifies that distrust is a trigger of dissatisfaction, which means that distrust should take precedence over dissatisfaction to prevent consumers’ repurchase abandonment behaviors. Therefore, e-vendors should regard instant trust means such as reputation and trust seals as matters of the highest priority. The proposed model could be a useful foundation for e-vendors to establish a strategy for preventing consumer exit after first purchase.
Notes
*Research using EDT.
*Empirical research.
*Data in Korea Internet and Security Agency (2011).