Repurchase intention in e-commerce merchants: Practical evidence from college students

Abstract

The aim of this research is to investigate the repurchase intention of online customers at e-commerce merchants. The study investigates three factors; perceived risk, perceived usefulness, and online trust through collecting samples from 128 college students in the Online Learning program in Jakarta. The analysis technique used is SEM-PLS, with the guidance of the SmartPLS 3.0 program. The results of the study confirm that perceived risk had a negative effect on online trust and repurchase intention. Perceived usefulness has a positive impact on online trust and repurchase intention. Lastly, online trust influences repurchase intention in e-commerce merchants.