EXPLORING ONLINE REPURCHASE INTENTION: THE ROLE OF SECURITY AWARENESS, PERCEIVED USEFULNESS AND ATTITUDE

Abstract

The rapid advancement of internet technologies and the widespread adoption of online shopping have reshaped consumer purchasing behaviour worldwide. Digital platforms attract modern consumers by offering convenience, competitive pricing, and diverse product selections. As competition intensifies, retaining existing customers and encouraging repeat purchases have become essential for long-term profitability. This study investigates the influence of personal security awareness, perceived usefulness, and consumer attitude on online repurchase intention among Malaysian shoppers, with a focus on Penang. Data were collected from 122 online consumers and analysed using SmartPLS  Structural Equation Modelling (PLS-SEM). The findings reveal that both personal security awareness and consumer attitude significantly and positively affect repurchase intention, with attitude exerting the strongest influence. In contrast, perceived usefulness was insignificant, suggesting that consumers’ familiarity with online shopping has shifted emphasis from functional benefits to trust and emotional drivers. The study contributes to the literature by underscoring the critical role of security awareness and positive attitudes in sustaining e-commerce loyalty, while offering practical implications for enhancing digital literacy and consumer confidence.