The Impact of E-Service Quality on Repurchase Behavior and the Mediating Role of Hedonic Consumption: An Investigation on Online Shopping Sites

Abstract

Purpose – With this research, it is aimed to determine whether hedonic consumption has a mediating role in the effect of online shopping consumers' satisfaction with the service quality of online sites on repurchase. Design/method/approach – Within the scope of the study, fundamental frequency analysis, factor analysis and reliability tests, as well as correlation, regression and mediation analyzes were performed with the data collected from 393 participants from all over Turkey. Data were collected online with a Google survey using a survey form. In this study, three different scales including e-service quality, repurchase level and hedonic consumption levels were taken together to determine the attitudes of consumers who shop from e-stores towards these stores. Findings – Empirical research results show that e-service quality has a significant effect on repurchase and hedonistic consumption, and hedonic consumption also partially mediates the relationship between e-service qualities and repurchase. Discussion – The findings of the study show that hedonic consumption plays an important role in this relationship, as e-service attributes are a precursor to repurchase. It is thought that the findings will contribute to the literature in terms of evaluating the quality expectation from websites, repurchase and hedonic consumption scales, especially in online shopping.