The TAM beliefs (PU and PEOU) are presented to be two sets of underlying antecedents to determine the users’ behavioral intention to repurchase, each contributing its important impact on behavioral intention to repurchase through mediators for instance trust, and satisfaction. In other words to successfully attract users to use online shopping websites, the online vendors must pay careful attention regarding the design of websites to both aspects. Novice users have a tendency to trust more in non-technology features for instance security than on easiness to use or usefulness of technology-based features to develop their to buy from online shopping websites. This means, trust plays a major role in determining user’s attitude than easiness to use or usefulness in online repurchase intention.
The leading trust-based concerns consist of privacy and security protection, and accurateness to declaration, and so on.Primarily, whereas trust is empirically recognized as an antecedent of repurchase intention that means it has some practical implications in enhancing the users’ intention toward using online shopping websites. Online retailers should focus mainly to develop trust building mechanisms in order to attract new users to adopt online shopping as well as encourage exiting users to come back again.
Examples of the mechanisms could be included statements of guarantees, improved familiarity through advertising, long-term customer care service, and offering incentives to buy from website. Afterward, usefulness of online shopping emerges as a significant concern in attracting new users and brings the regular users for repurchase. So, online retailers must be carefully design the websites in terms of users’ requirements to consider PU of this service. Without an innovative consideration from trust aspect, a well-designed online shopping website with significant PU could not be able to attract customer to revisit the website. Since a user’s decision to engage in online shopping mainly depends on his/her extent of trust in the online retailer, it may be advisable for online retailers to target the potential customer to build trust and improve their familiarity with online retailer and its website. Creating a website where customers can pick up information easily about the online retailer and its procedures must be crucial. For instance, webpage can be customized to provide different types of information depending on the status of user such as if the user is novice, the main objective of the webpage could be to support the user to gain an overview and familiarity about the online retailer and its procedures as effectively as possible. For continuing users who are already familiar with the online retailer and its procedures, it might be crucial to make sure that updated website design does not effect on the fundamental nature of user interaction with the website.
Consequently, the findings also recommend it could be helpful to highlight more trustworthiness of the online retailer whereas emphasizing its usefulness to continuing users.On the other hand, improved familiarity must also contribute to an easiness to use website and with it to an intensified consciousness of perceived usefulness for repeat customers. So, online retailers must look into the matter of including appropriate content in their site but also explore the easiness to find the content that could increase familiarity.
With such sites, higher familiarity could result in increased levels of trust and might result in greater desire to purchase.
