Title: Antecedents of repurchase intentions in Indian e-commerce

Authors: Habeeb Syed; K. Francis Sudhakar; T. Rahul

Addresses: National Institute of Technology Warangal, Telangana, India ' National Institute of Technology Warangal, Telangana, India ' Cyient Insights, Hyderabad, Telangana, India

Abstract: The purpose of this study is to determine the antecedents of online shopping repurchase intentions in India. The influence of factors like online customer satisfaction, customer trust, website quality and website design on repurchase intentions was explored. The study was performed considering 413 valid responses collected from an online survey. A model was built and tested with a structural equation modelling (SEM) approach. The results indicate that website design, website quality, and customer experience had a meaningful and positive effect on customer satisfaction. Customer satisfaction positively affects customer trust and customer loyalty. The findings provide important implications for marketers to implement in Indian e-commerce.

Keywords: customer satisfaction; customer trust; e-commerce; India; repurchase intention; structural equation modelling.

DOI: 10.1504/IJBIS.2020.10024164

International Journal of Business Information Systems, 2021 Vol.38 No.2, pp.219 - 239

Received: 05 Mar 2019
Accepted: 24 May 2019

Published online: 29 Nov 2021 *

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