Online Repurchase Intention among Generation Z: The Medi‎ating Role of Loyalty and Cognitive Factors

Abstract

This study examines how information quality, website accessibility, and social networking services influence repurchase intention among ‎Generation Z e-commerce users in Medan City, incorporating commitment loyalty and cognitive biases as mediating constructs within the ‎Stimulus–Organism–Response (S–O–R) framework. Using a quantitative approach with data collected from 400 respondents and analyzed ‎through Partial Least Squares Structural Equation Modeling (PLS-SEM), the study evaluates both direct and indirect pathways to uncover ‎the psychological mechanisms that drive online repeat purchasing. The results show that information quality significantly enhances com-‎mitment loyalty but does not directly predict repurchase intention. Website accessibility similarly fails to produce direct behavioral effects. ‎Social networking services exert a strong direct influence on repurchase intention while also shaping cognitive responses. Cognitive biases ‎emerge as the most powerful determinant of repeat purchase behavior and fully mediate the effects of all three stimulus variables on repur-‎chase intention. In contrast, commitment loyalty does not significantly influence repurchase intention and does not mediate any relationships, ‎indicating a diminishing role of traditional loyalty among digital-native consumers. These findings advance theoretical understanding by ‎positioning cognitive heuristics—not loyalty—as the central organismic mechanism for Generation Z in digital commerce environments. ‎Practically, the study underscores the importance of enhancing cognitive fluency, optimizing platform usability, and leveraging socially driv-‎en content to strengthen repurchase behavior. The research provides actionable insights for e-commerce platforms seeking to improve cus-‎tomer retention in increasingly competitive digital markets‎.