Online customer experience, satisfaction and repurchase intention for online clothing retailing

Abstract: Purpose – The purpose of this study is to describe and analyze the factors of online customer experience and test their effect on satisfaction in an online clothing retailing context. Additionally, the purpose is test the relationship between satisfaction and repurchase intention within this context. Methodology – A quantitative method developing a questionnaire based on previous literature, distributed to a sample of respondents consisting of bachelor and master students in Sweden. Regression analysis was used to analyze the data. Findings – Among six factors of online customer experience identified in clothing retailing (ease of use, interaction, security, fulfillment reliability, customer service, store offerings), the findings show that all apart from interaction are important factors in determining satisfaction, which in turn positively impact repurchase intention. Furthermore, the findings show that presence of store, gender and purchasing frequency have no significant impact on satisfaction. Research limitations – The sample for this study was university students of one university in Sweden. This limited sample may affect the generalization of the findings. Practical implications – Managers of online clothing stores can benefit from the findings as these provide them knowledge about which parts of the online customer experience to focus on. Originality/value – This research builds on and contributes to the literature by describing and analyzing the factors of online customer experience, satisfaction and repurchase intention for online clothing retailing in a Western country.