Research on moderated mathematical model of repurchase intention on a knowledge internet platform: The mediation mechanism and boundary conditions

Abstract

Initial purchase expectation disconfirmation does not necessarily reduce consumer repurchase intention on a knowledge payment platform. This paper constructs a moderated mediation model to explore the positive impact mechanism and boundary conditions of initial purchase expectation disconfirmation on repurchase intention. With 524 questionnaire surveys, this paper conducts empirical analysis. The main findings are as follows: First, initial purchase expectation disconfirmation positively affects consumer repurchase intention by stimulating the platform search effort. Second, three boundary conditions affect such a mediation mechanism: subjective norms, anticipated regret, and alternative attractiveness. Specifically, the higher the subjective norms and anticipated regret the consumer has, the stronger the stimulating effect of initial purchase expectation disconfirmation on platform search efforts. The higher the platform alternative attractiveness, the stronger the optimistic prediction of platform search efforts on the platform repurchase intention. The conclusion deepens the theoretical mechanism of how initial purchase expectation disconfirmation affects platform repurchase intention.