A STRATEGIC PERSPECTIVE ON DETERMINANTS OF E-REPURCHASE INTENTION IN ONLINE SHOPPING

Abstract

Advancements in internet technologies have enabled businesses to reach customers through online platforms. Furthermore, digitalization has reshaped commerce by increasing convenience and altering consumer shopping behaviors, while simultaneously minimizing time, distance, and cost barriers in business processes. Nevertheless, attracting attention, sustaining engagement, and driving e-repurchase remain major challenges. This study investigates a strategic perspective on determinants of e-repurchase intention in online shopping. Specifically, this research examines how e-service quality and system quality influence e-trust, perceived value, and e-repurchase intention. Moreover, this study also examines the effect of e-trust and perceived value on e-repurchase intention. This research is grounded in the cognitive-affective-conative (CAC) model. Using data from 232 respondents collected by a purposive sampling method via Google Forms in April 2025, the proposed model was tested through partial least squares analysis. The findings indicated that both e-service quality and system quality have a significant positive effect on e-trust, perceived value, and repurchase intention, underscoring their pivotal roles in shaping consumers’ e-repurchase intentions. Furthermore, consumers’ e-repurchase intention is directly and positively influenced by their level of e-trust and perceived value. The study offers theoretical contributions, managerial implications, and avenues for future research.