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The Moderating Role of Product Categories in the Relationship between Online Fulfillment, Procurement, and Consumer Repurchase Intention: A Hierarchical Analysis
Author(s) -
Wan Xiang,
Huang Xiaowen,
Dong Yan
Publication year - 2016
Publication title -
journal of supply chain management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.75
H-Index - 92
eISSN - 1745-493X
pISSN - 1523-2409
DOI - 10.1111/jscm.12114
Subject(s) - business , order fulfillment , procurement , database transaction , product (mathematics) , order (exchange) , marketing , sample (material) , multilevel model , advertising , computer science , database , supply chain , chemistry , geometry , mathematics , finance , chromatography , machine learning
This study investigates how the number of product categories moderates the effects of consumers' satisfaction with order procurement and order fulfillment on their repurchase intention at online retail stores. We collected empirical data from an online rating website and constructed a multilevel dataset at both the transaction level and the store level. Employing hierarchical linear modeling on a sample of 11,554 observations at 146 online retailers, we find significant interaction effects on consumer repurchase intention between product category number and consumer satisfaction with both online order procurement and fulfillment processes, but with different signs. These findings offer guidance to online retailers when allocating their limited resources to procurement‐related and fulfillment‐related investments.