Title: Role of online satisfying experience in luxury repurchase intention: a moderated-mediation approach

Authors: Sheetal Jain

Addresses: Luxe Analytics, Delhi, India; IMT Ghaziabad, India

Abstract: Lately, online has become a key channel for luxury sales, and millennials are the main contributors to luxury sales growth on internet. Since, this generation is less brand loyal, it is a key challenge for marketers to retain them. In past, hardly any work has been performed to understand the factors affecting online luxury repurchase intention (OLRI), mainly in context of emerging societies. The main objective of this research is to understand the role of online satisfying experience (OSE) in the association between perceived values, brand trust and OLRI based on social exchange theory. A sample size of 233 was collected online from millennial luxury consumers in India using survey method. The findings showed that OSE is significantly related to brand trust and OLRI. Also, OSE was found to mediate the association between perceived values, brand trust and OLRI.

Keywords: brand reputation; brand satisfaction; brand trust; India; online luxury repurchase intention; OLRI; social exchange theory; SET.

DOI: 10.1504/IJEMR.2026.150312

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.1, pp.56 - 79

Received: 18 Mar 2023
Accepted: 14 Jun 2023
Published online: 09 Dec 2025 *

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