Experience is likely to affect customers’ future purchase behaviour.
Kim et al. (2012) identify the
importance of online experience and suggest that it is interesting to examine the effect
of different levels of experience on key factors that affect online shopping behaviour.
Saprikis et al. (2010) state that adopters and non-adopters have different perceptions
towards online shopping, which may lead to different behaviour. Finally, Khalifa and
Liu (2007) posit that the influence of satisfaction on repurchase intention is moderated
by experience