Does Lifestyle Shopping Experience Drive Online Repurchase Intention? The Critical Role of Customer Satisfaction

Abstract

This study investigates the effects of Shopping Lifestyle and Customer Experience on Online Repurchase Intention, with Customer Satisfaction serving as a mediating variable, among users of the Mall to Go Beachwalk Bali online shopping platform. The rapid growth of digital technology and the increasing adoption of e-commerce have transformed consumer purchasing behavior, making shopping experience and lifestyle important determinants of customer satisfaction and repeat purchasing decisions. A quantitative research approach was employed using a survey method. Data were collected through structured questionnaires distributed to consumers who had previously made purchases via the Mall to Go Beachwalk Bali platform. Respondents were selected using purposive sampling, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that Shopping Lifestyle and Customer Experience have positive and significant effects on Customer Satisfaction. Customer Satisfaction also has a positive and significant influence on Online Repurchase Intention. Furthermore, Customer Satisfaction partially mediates the relationships between Shopping Lifestyle and Online Repurchase Intention, as well as between Customer Experience and Online Repurchase Intention. These findings suggest that providing a superior online shopping experience while accommodating consumers' shopping lifestyles enhances customer satisfaction, which ultimately encourages repeat purchasing behavior. This study offers practical implications for digital retail managers in designing customer-oriented marketing strategies to improve satisfaction, strengthen customer loyalty, and increase online repurchase intention.