The Effect of Sales Promotion on E-Customers’ Repurchase Intention in Sports Stores: with the Mediator Role of Impulsive Buying and Post-Purchase Regret

While traditional shopping continues, electronic shopping is growing rapidly. Therefore, there is a need to better understand the behavior of e-customers. This study aimed to investigate the effect of sales promotion on the repurchase intention in electronic sports customers with the mediation of impulsive buying and post-purchase regret.

This study was correlative research. The study population was electronic sports stores’ customers that 270 customers were selected by available sampling. The research instruments were the standard questionnaires of sales promotion Gbadamosi (2009), the repurchase intention Rajatragra (2011), the impulsive purchase of Fau and Wu (2008), and the post-purchase regret of Bui et al. (2011). The data were analyzed by structural equitions modeling.

Sales promotion has a positive and significant effect on the e-customers repurchase intention and impulsive shopping, and a negative and significant effect on post-purchase regret; impulsive shopping also has a positive and significant effect on e-customers repurchase intention, but the effect of post-purchase regret on repurchase intention is negative and significant. Also, sales promotion hasn’t a significant effect on the repurchase intention through post-purchase regret as mediator, but impulsive buying have a significant mediating role.

According to this, the electronic sports stores can use sales promotion along with strategies such as internet consultation, discussion forums, downloadable content about the features and use of products or exciting clips to influence the purchase behavior of e-customers without feeling regret.