Fang et al.: Consumer Heterogeneity, Perceived Value, and Repurchase Decision-Making in Online Shopping Page 116 CONSUMER HETEROGENEITY, PERCEIVED VALUE, AND REPURCHASE DECISION-MAKING IN ONLINE SHOPPING: THE ROLE OF GENDER, AGE, AND SHOPPING MOTIVES

Perceived value is considered as a critical motivator of customer repurchase intention. Online shoppers with heterogeneous backgrounds may respond differently to antecedents (i.e. benefits and sacrifice) contributing to differences in perceived value. However, the extant literature exploring the relations between benefits/sacrifice and perceived value did not examine the influence of customer characteristics sufficiently. This study proposes a framework to investigate the impact of gender and age on perceived value, to better understand online consumers’ repurchase decision-making process. Based upon a survey of 651 online shoppers, the empirical evidence shows that both age and gender can affect online repurchase intention through moderating the relationships between relational benefits (i.e. product quality and e-service quality) and perceived value. However, these effects were contingent upon the shoppers’ motives. The findings of this study offer Internet vendors practical suggestions for developing customized strategies for creating repeat sales.