Title: The mediating role of online repurchase intention in stimulating the relationship between e-satisfaction, e-WOM, e-trust and e-loyalty

Authors: Kohail Younes

Addresses: ESCA Ecole de Management, 67-3, Bd de l'Aéropostale Quartier Place Financière (CFC), 20250 Casablanca, Morocco

Abstract: The aim of this paper is to investigate the influence of e-satisfaction, e-WOM, and e-trust on e-loyalty, as well as the mediating role of online repurchase intention between these variables. Structural equation modelling was used to analyse data collected from 315 participants. The findings indicate that e-satisfaction and e-trust were found to positively affect e-loyalty, while e-WOM was found to have no effect on e-loyalty. The results also showed that online repurchase intention mediates the relationship between e-satisfaction, e-trust, and e-loyalty. The originality of the current study is threefold. First, it indicates that online repurchase intention is a predictor of e-loyalty, which is a new contribution to the current literature. Second, this study explains the internal mechanisms of the relationship between e-satisfaction, e-trust, and e-WOM and e-loyalty. Third, the current study shows the role online repurchase intention as a mediator to explain the internal mechanism of the causal relationship between e-satisfaction, e-trust, and e-WOM and e-loyalty.

Keywords: e-satisfaction; e-WOM; e-trust; online repurchase intention; e-loyalty.

DOI: 10.1504/IJIMA.2026.150515

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.1, pp.65 - 82

Received: 29 Nov 2022
Accepted: 27 Jun 2023
Published online: 16 Dec 2025 *

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