Examining Gen Y Repurchase Intention in E-Commerce: The Mediating Role of Customer Experience and the Moderating Effect of Digital Payment Security
List of Authors
Sumitra Bharathi Thasan, Wan Nur Tasnim Wan Hussin
Keyword
Repurchase Intention; Gen Y; Customer Satisfaction; Customer Loyalty; Perceived Value; Customer Experience; Digital Payment Security; E-Commerce
Abstract
This study investigates the factors that shape Generation Y customers repurchase intentions within e-commerce platforms. Guided by the Expectation-Confirmation Theory (ECT), the model incorporates customer satisfaction, trust, loyalty, and perceived value as key predictors. To extend prior research, customer experience is examined as a mediating variable, while digital payment security is assessed as a moderating factor in the trust–repurchase relationship. Data were obtained from 381 Gen Y consumers in Selangor, Malaysia, using an online survey. Statistical analysis involving reliability tests, multiple regression, mediation, and moderation procedures was conducted. The results indicate that satisfaction, loyalty, and perceived value significantly enhance repurchase intention, whereas trust on its own does not exert a direct effect. However, the influence of trust becomes significant when payment security is high. Furthermore, customer experience was found to mediate the effects of satisfaction and perceived value on repurchase behavior. These findings enrich the e-commerce literature by revealing the mechanisms through which Gen Y develops repeat purchase behavior and highlight the importance of improving customer experience and strengthening digital payment security for long-term platform sustainability.