Influence of Website Quality Dimensions on Repurchase Intention: Empirical Evidence From Customers of Jumia Online Stores in Port Harcourt, Rivers State
Vol. 4 Issue 1
The study focused on the influence of website quality dimension and repurchase intention among customers of Jumia online stores in Port Harcourt. Despite, similar studies in other countries around the globe, there is paucity of empirical literature on the subject matter in Nigeria. The overall objective of the study was to examine the influence of website quality dimensions on repurchase intention among customers of Jumia online stores in Nigeria. Specifically, the study will set out to achieve the following sub-objectives which will include to; determine the influence of System Quality on repurchase intentions of customers of Jumia online stores and examine the effect of Information Quality on repurchase intentions of customers of Jumia online stores. Various research question and hypotheses were raised and formulated in line with these objectives. 200 customers of Jumia online store in Port Harcourt were conveniently sampled. It was found that system quality has a slight positive relationship with the level of repurchase intention among customers of Jumia online store in Port Harcourt and that that information quality has significant positive effect on level of repurchase intention among customers of Jumia online store in Port Harcourt. The study therefore concludes that that website quality dimensions have significant and positive impact on customers repurchase intention in the electronic retailing sector. It recommended that Firms should handle their website quality with utmost care since it influences customer repurchase intentions; system quality components should be properly handled at the early stage of website design as it also influence customers repurchase intentions and finally, firms information quality should concise, accurate and understandable as this will influence customers repurchase intentions to a great extent. The major limitation of this study is that it focused on customers of a particular electronic vendor (Jumia.com) and hence, future studies are encouraged to incorporate more customers’ of other e-vendors in their studies.
