The importance of positive word of mouth (WOM) and repurchasing in competitive online retail environments demands their further study. Although customer satisfaction has been found to drive positive WOM and repurchasing, limited research has explored what type of customers feel more satisfied with online shopping. It was anticipated that the convenient nature of online shopping would better match the conscientious personality traits of customers with earlier sleep and wake times. Data collected from 334 Indian college students participating in this study using a snowball sampling method were analysed by multiple regression. As hypothesised, based on self-congruency theory, customers with earlier sleep and wake times were found to feel more satisfied with online shopping, which in turn enhanced their positive WOM and increased repurchase intention. Theoretical and managerial implications are discussed.
AakerJ. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57.
2.
Abdul-MuhminA. G. (2010). Repeat purchase intentions in online shopping: The role of satisfaction, attitude, and online retailers’ performance. Journal of International Consumer Marketing, 23(1), 5–20.
3.
AchouriM. A., & BouslamaN. (2010). The effect of the congruence between brand personality and self-image on consumers’ satisfaction and loyalty: A conceptual framework. IBIMA Business Review Journal, 1–16.
4.
AhrensJ., CoyleJ. R., & StrahilevitzM. A. (2013). Electronic word of mouth: The effects of incentives on e-referrals by senders and receivers. European Journal of Marketing, 47(7), 1034–1051.
5.
AikenL. S., WestS. G., & RenoR. R. (1991). Multiple regression: Testing and interpreting interactions. SAGE Publications.
6.
AlbrightC. (2015). What we’ve learned from 1 year’s worth of hourly PPC data. Retrieved September21, 2018, from https://www.ppchero.com/what-weve-learned-from-1-years-worth-of-hourly-ppc-data/
7.
AliF. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213–228.
8.
AndersonE. W., & MittalV. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107–120.
9.
ArndtJ. (1967). Word of mouth advertising and informal communication. Risk Taking and Information Handling in Consumer Behavior, 188–239.
10.
BankerS. (2016). Robots in the warehouse: It’s not just Amazon. Retrieved May10, 2018, from https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/stevebanker/2016/01/11/robots-in-the-warehouse-its-not-just-amazon/&refURL=https://www.google.com/&referrer=https://www.google.com/
11.
BilgihanA., KandampullyJ., & ZhangT. (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102–119.
12.
BlazevicV., HammediW., GarnefeldI., RustR. T., KeininghamT., AndreassenT. W., … CarlW. (2013). Beyond traditional word-of-mouth: An expanded model of customer-driven influence. Journal of Service Management, 24(3), 294–313.
13.
BraceN., KempR., & SnelgarR. (2006). Multiple regression: SPSS for psychologists.
14.
BrownT. J., BarryT. E., DacinP. A., & GunstR. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
15.
BulutZ. A. (2015). Determinants of repurchase intention in online shopping: A Turkish consumer’s perspective. International Journal of Business and Social Science, 6(10), 55–63.
16.
Business Wire (2014). Adobe reports new online sales records for Thanksgiving, Black Friday; $1.33 billion and $2.4 billion respectively. Retrieved September21, 2018, from https://www.businesswire.com/news/home/20141128005494/en/Adobe-Reports-New-Online-Sales-Records-Thanksgiving
17.
ChenS. C., & ChenH. H. (2009). The empirical study of customer satisfaction and continued behavioural intention towards self-service banking: Technology readiness as an antecedent. International Journal of Electronic Finance, 3, 64–76.
18.
ChevalierJ. A., & MayzlinD. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
19.
ChiuC. M., WangE. T., FangY. H., & HuangH. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114.
20.
CialdiniR. B. (2009). Influence: The psychology of persuasion. Boston, MA: Addison-Wesley.
21.
ColwynS. (2015). The 5 online shopping customer segments. Retrieved May10, 2018, from https://www.smartinsights.com/marketplace-analysis/customer-analysis/customer-segments-shopping/
22.
CroninJ. J., BradyM. K., & HultG. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–217.
23.
CurtisT., AbrattR., RhoadesD., & DionP. (2011). Customer loyalty, repurchase and satisfaction: A meta-analytical review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24, 1–26.
24.
CzeislerC. A., BuxtonO. M., & KhaslaS. B. S. (2005). The human circadian timing system and sleep-wake regulation. In KrygerM. H., RothT. & DementW. C. (Eds.), Principles and practice of sleep medicine (4th ed., pp. 375–394). Philadelphia, PA: Elsevier Saunders.
25.
De MatosC. A., & RossiC. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–596.
26.
DeVellisR. F. (2016). Scale development: Theory and applications (Vol. 26). Thousand Oaks, CA: SAGE Publications.
27.
Díaz-MoralesJ. F., JankowskiK. S., VollmerC., & RandlerC. (2013). Morningness and life satisfaction: Further evidence from Spain. Chronobiology International, 30(10), 1283–1285.
28.
Ebay (2017). Advantages of online shopping and its disadvantages. Retrieved February10, 2017, from http://www.ebay.com/gds/Advantages-of-Online-Shopping-and-its-disadvantages-/10000000177896151/g.html
29.
EisingerichA. B., ChunH. H., LiuY., JiaH. M., & BellS. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120–128.
30.
ElbeltagiI., & AgagG. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective. Internet Research, 26(1), 288–310.
31.
EllinsJ. (2017). Google analytics: Hour of day & day of week reports. Retrieved September21, 2018, from https://www.hallaminternet.com/googe-analytics-hour-of-day-day-of-week-reports/
32.
FangY. H., ChiuC. M., & WangE. T. (2011). Understanding customers’ satisfaction and repurchase intentions: An inte-gration of IS success model, trust, and justice. Internet Research, 21(4), 479–503.
33.
FangJ., WenC., GeorgeB., & PrybutokV. R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2), 116.
34.
FloydK., FrelingR., AlhoqailS., ChoH. Y., & FrelingT. (2014). How online product reviews affect retail sales: A meta-analysis. Journal of Retailing, 90(2), 217–232.
35.
GarnefeldI., HelmS., & EggertA. (2011). Walk your talk: An experimental investigation of the relationship between word of mouth and communicators’ loyalty. Journal of Service Research, 14(1), 93–107.
36.
GoldsteinD., HahnC. S., HasherL., WiprzyckaU. J., & ZelazoP. D. (2007). Time of day, intellectual performance, and behavioral problems in morning versus evening type adolescents: Is there a synchrony effect?Personality and Individual Differences, 42(3), 431–440.
37.
HaS., & ImH. (2012a). Identifying the role of self-congruence on shopping behavior in the context of US shopping malls. Clothing and Textiles Research Journal, 30(2), 87–101.
38.
HaY., & ImH. (2012b). Role of web site design quality in satisfaction and word of mouth generation. Journal of Service Management, 23(1), 79–96.
39.
HairJ. F., BlackW. C., BabinB. J., & AndersonR. E. (2010). Multivariate data analysis (7th ed.). Englewood Cliffs, NJ: Prentice Hall.
40.
Harrison-WalkerL. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.
41.
HayesA. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling.
42.
Hennig-ThurauT., WiertzC., & FeldhausF. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), 375–394.
43.
HoggM. K., & BanisterE. N. (2001). Dislikes, distastes and the undesired self: Conceptualising and exploring the role of the undesired end state in consumer experience. Journal of Marketing Management, 17(1–2), 73–104.
44.
HorneJ. A., & ÖstbergO. (1976). A self-assessment questionn-aire to determine morningness-eveningness in human circa-dian rhythms. International Journal of Chronobiology, 4(2), 97–110.
45.
HsuM. H., ChangC. M., ChuK. K., & LeeY. J. (2014). Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean IS success model and trust. Computers in Human Behavior, 36, 234–245.
46.
Images Retail Bureau (2016). Online shopping trends: Facts & figures on Indian e-comm sector. Retrieved February20, 2017, from http://www.indiaretailing.com/2016/08/30/retail/online-shopping-trends-facts-figures-on-indian-e-comm-sector/
47.
IzogoE. E. (2016). Structural equation test of relationship quality: Repurchase intention–willingness to recommend framework in retail banking. International Journal of Emerging Markets, 11(3), 374–394.
48.
JamalA., & Al-MarriM. (2007). Exploring the effect of self-image congruence and brand preference on satisfaction: The role of expertise. Journal of Marketing Management, 23(7–8), 613–629.
49.
JankowskiK. S. (2012). Morningness/eveningness and satis-faction with life in a Polish sample. Chronobiology International, 29(6), 780–785.
50.
JiangP., & RosenbloomB. (2005). Customer intention to return online: Price perception, attribute-level performance, and satisfaction unfolding over time. European Journal of Marketing, 39(1/2), 150–174.
51.
JuddC. M., & KennyD. A. (2010). Data analysis in social psychology: Recent and recurring issues. New York, NY: John Wiley & Sons, Inc.
52.
KimC., GalliersR. D., ShinN., RyooJ. H., & KimJ. (2012). Factors influencing internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387.
53.
KuoY. F., HuT. L., & YangS. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168–187.
54.
LadhariR. (2007). The effect of consumption emotions on satisfaction and word-of-mouth communications. Psychology & Marketing, 24(12), 1085–1108.
55.
LeeK., & JoshiK. (2006, April). Development of an integrated model of customer satisfaction with online shopping. In Proceedings of the 2006 ACM SIGMIS CPR conference on computer personnel research: Forty four years of computer personnel research: achievements, challenges & the future (pp. 53–56). ACM.
56.
LeeH. J. (2014). A study on purchase satisfaction and repurchase intention according to usage motivation when purchasing fashion products in social commerce. Fashion & Textile Research Journal, 16(4), 596–603.
57.
LibaiB., MullerE., & PeresR. (2013). Decomposing the value of word-of-mouth seeding programs: Acceleration versus expansion. Journal of Marketing Research, 50(2), 161–176.
58.
LinvilleP. W., & CarlsonD. E. (1994). Social cognition of the self. In DevineP. G., HamiltonD. L., & OstromM. (Eds.), Social cognition: Its impact on social psychology (pp. 396–403). New York, NY: Academic Press.
59.
LipnevichA. A., CredèM., HahnE., SpinathF. M., RobertsR. D., & PreckelF. (2017). How distinctive are morningness and eveningness from the Big Five factors of personality? A meta-analytic investigation. Journal of Personality and Social Psychology, 112(3), 491.
60.
LiuF., LiJ., MizerskiD., & SohH. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922–937.
61.
Livemint. (2017). E-commerce market may cross $50 billion mark in 2018: Report. Retrieved August1, 2018, from https://www.livemint.com/Industry/xxLrEP8aWJnGnBFw3RMRYL/Ecommerce-market-may-cross-50-billion-mark-in-2018-report.html
62.
MacKinnonD. P., & LueckenL. J. (2008). How and for whom? Mediation and moderation in health psychology. Health Psychology, 27(2S), S99.
63.
MacKinnonD. P., LockwoodC. M., HoffmanJ. M., WestS. G., & SheetsV. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1), 83.
64.
MarkusH. (1977). Self-schemata and processing information about the self. Journal of Personality and Social Psychology, 35(2), 63.
65.
MatuteJ., Polo-RedondoY., & UtrillasA. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090–1110.
66.
McEnallyM., & De ChernatonyL. (1999). The evolving nature of branding: Consumer and managerial considerations. Academy of Marketing Science Review, 2(1), 1–16.
67.
ModiyaniR., JainK., & MenghwaniR. (2016). Perception of undergraduate and postgraduate management students towards online shopping in NMU region. Journal of Business and Management, 35–45.
68.
MoneyR. B. (2004). Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients. Journal of Business Research, 57(3), 297–305.
69.
MongrainV., LavoieS., SelmaouiB., PaquetJ., & DumontM. (2004). Phase relationships between sleep-wake cycle and underlying circadian rhythms in morningness-eveningness. Journal of Biological Rhythms, 19(3), 248–257.
70.
MonkT. H. (2005). Aging human circadian rhythms: Conventional wisdom may not always be right. Journal of Biological Rhythms, 20(4), 366–374.
71.
MonkT. H., BuysseD. J., PottsJ. M., DeGraziaJ. M., & KupferD. J. (2004). Morningness-eveningness and lifestyle regularity. Chronobiology International, 21(3), 435–443.
72.
NealeL., RobbieR., & MartinB. (2016). Gender identity and brand incongruence: When in doubt, pursue masculinity. Journal of Strategic Marketing, 24(5), 347–359.
73.
O’CassA., & GraceD. (2008). Understanding the role of retail store service in light of self-image–store image congruence. Psychology & Marketing, 25(6), 521–537.
74.
PaineS. J., GanderP. H., & TravierN. (2006). The epi-demiology of morningness/eveningness: Influence of age, gender, ethnicity, and socioeconomic factors in adults (30–49 years). Journal of Biological Rhythms, 21(1), 68–76.
75.
PappasI. O., PateliA. G., GiannakosM. N., & ChrissikopoulosV. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187–204.
76.
PosseltT., & GerstnerE. (2005). Pre-sale vs. Post-sale e-satisfaction: Impact on repurchase intention and overall satisfaction. Journal of Interactive Marketing, 19(4), 35–47.
77.
PradhanD., DuraipandianI., & SethiD. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473.
78.
PreacherK. J., & HayesA. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
79.
RanaweeraC., & PrabhuJ. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for marketing, 12(1), 82–90.
80.
RandlerC. (2008a). Morningness-eveningness comparison in adolescents from different countries around the world. Chronobiology International, 25(6), 1017–1028.
81.
RandlerC. (2008b). Morningness–eveningness and satisfaction with life. Social Indicators Research, 86(2), 297–302.
82.
RandlerC. (2011). Association between morningness–eveningness and mental and physical health in adolescents. Psychology, Health & Medicine, 16(1), 29–38.
83.
RaoP. (2017). Brand visibility: Basic steps to increase online presence. Retrieved May10, 2018, from https://www.softway.com/blog/increase-brand-visibility-online/
84.
Retail Marketing Group (2018). 2018 is the year of technology in retail, but don’t forget the customer experience. Retrieved May10, 2018, from https://www.retailmarketing.com/2018-year-technology-retail-dont-forget-customer-experience/
85.
Roy DholakiaR., & ZhaoM. (2010). Effects of online store attributes on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 38(7), 482–496.
86.
RubinL. H., WitkiewitzK., AndreJ. S., & ReillyS. (2007). Methods for handling missing data in the behavioral neurosciences: Don’t throw the baby rat out with the bath water. Journal of Undergraduate Neuroscience Education, 5(2), A71.
87.
SchaalS., PeterM., & RandlerC. (2010). Morningness-eveningness and physical activity in adolescents. International Journal of Sport and Exercise Psychology, 8(2), 147–159.
88.
SFG (2016). 3 Advantages of using analytics. Retrieved May10, 2018, from https://www.sfgnetwork.com/blog/business-intelligence/3-advantages-of-using-analytics/
89.
ShinJ. I., ChungK. H., OhJ. S., & LeeC. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453–463.
90.
Shopify Inc (2017). What is ecommerce automation? The future of scaling your business is about freeing your time for what matters most. Retrieved May10, 2018, from https://www.Shopify.com/enterprise/what-is-ecommerce-automation
91.
ShroutP. E., & BolgerN. (2002). Mediation in experimental and nonexperimental studies: New procedures and recom-mendations. Psychological Methods, 7(4), 422.
92.
SirgyM. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300.
93.
SirgyM. J. (1986). Self-congruity: Toward a theory of persona-lity and cybernetics. New York, NY: Praeger Publishers/Greenwood Publishing Group.
94.
SöderlundM. (1998). Customer satisfaction and its consequences on customer behaviour revisited: The impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty. International Journal of Service Industry Management, 9(2), 169–188.
95.
SusmanE. J., DockrayS., SchiefelbeinV. L., HerweheS., HeatonJ. A., & DornL. D. (2007). Morningness/evening-ness, morning-to-afternoon cortisol ratio, and antisocial beha-vior problems during puberty. Developmental Psychology, 43(4), 811.
96.
Swann JrW. B., De La RondeC., & HixonJ. G. (1994). Authenticity and positivity strivings in marriage and courtship. Journal of Personality and Social Psychology, 66(5), 857.
97.
TajfelH., & TurnerJ. C. (1985). The social identity theory of intergroup behavior. In WorchelS. & AustinW. G. (Eds.), Psychology of intergroup relations (2nd ed., pp. 7–24). Chicago, IL: Nelson-Hall.
98.
TepeciM. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5), 223–230.
99.
TermanM., RifkinJ. B., JacobsJ., & WhiteT. M. (2001). Morningness-eveningness questionnaire (Revised). New York, NY: New York State Psychiatric Institute.
100.
ThompsonE. R. (2008). Development and validation of an international English Big-Five mini-markers. Personality and Individual Differences, 45(6), 542–548.
101.
TrusovM., BucklinR. E., & PauwelsK. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102.
102.
TurekF. W. (2000). Introduction to chronobiology: Sleep and the circadian clock: Principles and practices of sleep medicine (pp. 319–320). Philadelphia, PA: WB Saunders.
103.
UrbánR., MagyaródiT., & RigóA. (2011). Morningness-eveningness, chronotypes and health-impairing behaviors in adolescents. Chronobiology International, 28(3), 238–247.
104.
VaidyaA. (2017). Online shopping trends among college students. International Journal of English Language, 5(8), 92–106.
105.
VillanuevaJ., YooS., & HanssensD. M. (2008). The impact of marketing-induced versus word-of-mouth customer acqui-sition on customer equity growth. Journal of Marketing Research, 45(1), 48–59.
106.
WalshG., & MitchellV. W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838–859.
107.
WangM. C. H. (2012). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality, 22(2), 128–144.
108.
WangenheimF. V., & BayónT. (2007). The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233–249.
109.
WittmannM., PaulusM., & RoennebergT. (2010). Decreased psychological well-being in late ‘chronotypes’ is mediated by smoking and alcohol consumption. Substance Use & Misuse, 45(1–2), 15–30.
110.
WuL. Y., ChenK. Y., ChenP. Y., & ChengS. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768–2776.
111.
YangZ., & PetersonR. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822.
112.
YouY., VadakkepattG. G., & JoshiA. M. (2015). A meta-analysis of electronic word-of-mouth elasticity. Journal of Marketing, 79(2), 19–39.
113.
ZhangJ. (2017). Trends & tips in online shopping. Retrieved September21, 2018, from https://blog.workarea.com/trends-when-do-people-shop-online
114.
ZhaoX., LynchJ. G., & ChenQ. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206.
115.
ZhaoX., MattilaA. S., & TaoL. S. E. (2008). The role of post-training self-efficacy in customers’ use of self service technologies. International Journal of Service Industry Management, 19(4), 492–505.
116.
ZinkhanG. M., & HongJ. W. (1991). Self-concept and advertising effectiveness: A conceptual model of congruency conspicuousness, and response mode. Advances in Consumer Research, 18, 348–354.
117.
ZlomanczukP., & SchwartzW. J. (1999). Cellular and molecular mechanisms of circadian rhythms in mammals. Lung Biology in Health and Disease, 133, 309–342.
