Title: Factors influencing online repurchase behaviour of Indian students

Authors: Bindiya Tater; Kishor John

Addresses: Medicaps University, Indore, MP, India ' MP Bhoj Open University, Bhopal, MP, India

Abstract: This directional study measures the factors that impact student satisfaction with online purchases. The study analysed variables such as perception of beneficial educational outcomes, ease of use, utility, value, risk, trust, privacy, and online literacy level. The study involved 415 suitable tertiary students from universities and colleges, using Google Forms to collect data. The questionnaire underwent a validity test and was analysed using a multi-regression test, indicating satisfactory results. The study used three models and Cronbach's alpha for reliability. The technology acceptance model (TAM) reveals trust, privacy, and internet literacy as key factors promoting repurchasing, while internet usage and number of purchases are less significant predictors. The study uses a novel approach to investigate the link between a student's education, internet usage, and the frequency of online shopping purchases. The study's findings will benefit organisations, companies, and agencies involved in online shopping by providing a model for understanding user repurchase behaviour and strategic planning.

Keywords: attitude; behaviour; ease of use; internet literacy; perception; perceived risk; perceived value; privacy concern; satisfaction; repurchase intention.

DOI: 10.1504/IJIMA.2025.149658

International Journal of Internet Marketing and Advertising, 2025 Vol.23 No.4, pp.407 - 446

Received: 14 Oct 2022
Accepted: 29 May 2023
Published online: 10 Nov 2025 *

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