Creating customer repurchase intention in Internet retailing: The effects of multiple service events and product type

• This research examines customer repurchase intention in Internet retailing.
• Customer reviews of Internet retailers are used for testing the research model.
• Order procurement quality perception positively influences repurchase intention.
• Order fulfillment quality perception mediates the above relationship.
• Product type moderates the mediation model.

Internet retailing literature shows that customers׳ experience with a retailer׳s website and order fulfillment separately influence repurchase intention. This study examines these two experiences׳ interactive effects on repurchase intention. Our research model includes a product type as a moderator, because the type of product can likewise affect a customer׳s experience with the retailer׳s website and order fulfillment. Results of multiple-group structural equation modeling (SEM) from customer reviews of 306 Internet retailers demonstrate that the interactive effects of a web site experience and order fulfillment are significant. In the interactive mechanism, order fulfillment experience is proven to serve as a proximal cause of repurchase intention. The moderating role of product type is significant as well. This finding suggests that practitioners should have unmatched measures for retailing different types of goods.