Customer Repurchase Intention On O2O Websites

The online-to-offline(O2O)business is developing rapidly and is highly popular in many countries.Nevertheless,the transaction risks brought by online booking and offline consumption are very likely to cause customer dissatisfaction,which result in consumer loss.Focusing on the O2O context,this paper attempts to investigate the dissatisfaction of consumers toward O2O websites.It is expected to reduce the loss of O2O customers and increase platform revenue.Based on the expectation disconfirmation theory,this paper studies the relationships among customer expectation disconfirmation,customer dissatisfaction,and repurchase intention.In accordance with the unique tripartite relationship in O2O business,this paper contextualized expectation disconfirmation into two types:website disconfirmation and service disconfirmation.O2O customer dissatisfaction is divided into dissatisfaction with O2O websites and dissatisfaction with offline service providers.In addition,perceived justice,which is operationalized as distributive justice,procedural justice and interactional justice,is integrated into the research framework to explore the direct and moderating impacts of perceived justice on consumer dissatisfaction.SPSS software is used to assess the data quality,and then SmartPLS software is used to verify the structural model.The results show that the identified website disconfirmation and offline service disconfirmation can lead to consumer dissatisfaction.The perceived justice has been found to alleviate consumer dissatisfaction.In addition,the impacts of EDT are contingent upon the justice perception of customers.When a transaction is perceived as unfair,website disconfirmation arouses a high level of dissatisfaction,and the negative emotions could transfer from offline to online and damage the website's reputation.