Understanding e-retailer characteristics and post-purchase behaviour: moderating role of confirmation

Purpose Existing studies have focused on shoppers’ characteristics, highlighting a gap in research in terms of considering e-retailers’ characteristics. Accordingly, this study aims to map e-retailer characteristics and their effect on (a) satisfaction and regret and (b) the intentions to write a review and repurchase intention. Moreover, this research also explores the role of confirmation as a moderator. Design/methodology/approach The present paper utilises a hierarchical regression technique and structured equation modelling to test the conceptual framework with 400 responses. The hypotheses were tested with shoppers of two leading e-commerce firms, namely Amazon and Flipkart. Findings This study highlights several differences in the characteristics of e-retailers and their impact on buyers’ satisfaction and regret. Furthermore, a few discrepancies are observed in the case of shoppers’ post-purchase behavioural intentions to write reviews and repurchase intention. Originality/value Based on the findings, the research presents implications for e-retailers, including Amazon and Flipkart.