Abstract:
This study aims to explore consumer repurchase behaviours in auction websites. Although there are a number of researchers studying repurchase intention in the online shopping environment, there is a lack of evidence about the relationship between repurchase intention and repurchase behaviour as well as the difference between non-auction websites and auction websites which suggest that those studies are less relevant when viewed in the consumer repurchase behaviours in auction websites context. Since repurchase behaviour may be motivated by online seller’s promotion strategies, such as website design, service provision, brand and loyalty, this study explores customer’s repurchase behaviour from auction websites which operate under different operational strategies. This research adopts a multiple case study methodology to understand how repurchase intention motivates repurchase behaviour and how online sellers’ strategies influence the relationship between repurchase intentions and repurchase behaviours in the auction website environment.