DETERMINANTS AFFECTING REPURCHASING BEHAVIORS TOWARDS ONLINE SHOPPING IN HONG KONG

This research studies the determinants affecting repurchasing behaviors of early adulthood in Hong Kong towards online shopping. The research model is based on the previous literatures. There are five variables proposed. The independent variables include trust, satisfaction, and perceived ease of use whilst the dependent variable is repurchase intention. Then finally, there is a moderating variable, habit between satisfaction and repurchase intention. Questionnaire is adopted to be the research method. Questionnaires were distributed at the common shopping areas. As the result, this research assessed the repurchase intention of early adulthood in Hong Kong towards online shopping are related to trust, satisfaction and perceived ease of use. However, it is interested that relationship between trust and repurchase intention is resulting in negative effect.