The Impact of Digital Customer Experience on Repurchase Intention: The Mediating Role of Satisfaction and the Moderating Factor of Digital Culture
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This paper explores the effect of digital customer experience on repurchase intention, with customer satisfaction playing the role of the mediator and digital culture playing that of the moderator. Based on the Customer Experience Theory and Theory of Planned Behavior, the current work suggests a conceptual framework that provides insights into the transformation of digital experience into actual behavior in digitally mature contexts. The data used in the empirical analysis were obtained through questionnaire surveys of 397 digitally active consumers in Spain and analyzed with partial least squares structural equation modeling (PLS-SEM). It was found that digital customer experience has a significant positive effect on both customer satisfaction and repurchase intention. Customer satisfaction mediates positively the effect of digital customer experience on repurchase intention. However, contrary to initial hypothesis, no moderating effect of digital culture was observed. Therefore, in digital mature context, the effect of digital customer experience on consumers' repurchase behavior appears to be fairly similar regardless of the level of digital culture readiness. These findings contribute to the literature by providing a multi-layered explanation of how digital experience translates into behavior through satisfaction. From the managerial perspective, this study can be instrumental in improving digital customer experience in order to enhance repurchase behavior.
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