Antecedents of repurchase intentions in Indian e-commerce
by Habeeb Syed; K. Francis Sudhakar; T. Rahul
International Journal of Business Information Systems (IJBIS), Vol. 38, No. 2, 2021

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.

Online publication date: Mon, 29-Nov-2021

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