The Mediating Role of Affective Experience to The Effect of Online Retail Ethic on Repurchase Intention: Indonesian Y and Z Generation Perspective

Abstract

Ethical violations are more likely to occur in online transactions compared to face-to-face transactions, and have been trigging negative perception regarding online retail ethic and negative experience of customer. Those are identified as the major problems causing consumers’ hesitance toward taking decision for shopping online. This study is to investigate the effect of consumer perception of online retail ethic on repurchase intention with the affective experience as a mediation variable. An online survey conducted toward customer between 17–40 age and have experience in purchasing product online in Indonesia. The results show that consumer perception of online retail ethic effects affective experience and affective experience effects repurchase intention. Consumer perception of online retail ethic also has direct effects on repurchase intention. Thus, the affective experience partially mediates the effect of consumer perception regarding online retail ethic and repurchase intention.