Affective and cognitive factors influencing repeat buying in e-commerce

Drawing on means-end chain theory and feelings-as-information theory, we propose a moderation model, and offer a detailed analysis of how the affective factor perceived enjoyment influences perceived value and repeat buying in e-tailing contexts. Based upon survey data from 651 online shoppers, we observe the complex moderation effects of e-shopping enjoyment on the relations between perceived benefits, sacrifice and perceived value. However, the moderation effect of enjoyment only appears in shoppers with a task-focused motivation. Furthermore, this study applies fuzzy-set qualitative comparative analysis (fsQCA) and uncovers several equifinal configurations associated with the perceived value and repeat buying intention. The results reveal that none of the above-mentioned factors provide sufficient or necessary conditions for the presence of high perceived value and repeat buying intention. The findings suggest complex substitutive and complementary relationships between the factors and demonstrate the complexities of consumers' online repurchase decision. This study thus helps to gain a better understanding of the conditions leading to e-shopping value and repeat buying behavior.