ONLINE REPURCHASE INTENTION: A FOCUS ON UTILITARIAN FACTORS
Authors/Creators
- 1. Associate Professor, Marketing and Management Department, High Institute of Management of Bizerte (University Campus of Menzel Abderrahman, Bizerte), Carthage University, Tunisia. Associate Professor, Marketing and Management Department, High Institute of Management of Bizerte (University Campus of Menzel Abderrahman, Bizerte), Carthage University, Tunisia. Associate Professor, Marketing and Management Department, High Institute of Management of Bizerte (University Campus of Menzel Abderrahman, Bizerte), Carthage University, Tunisia.
Description
Online Repurchase Intention is deemed to be the consequence of miscellaneous factors, such as E-trust, Perceived risks, Perceived usefulness, Perceived ease and Website reputation. Each of these factors play different roles in shaping the customer’s Online Repurchase behavior. When a customer feels safe through Website reputation and ease of use, he/she intends to repeat the purchase decision and enhance his/her digital experience. To highlight these roles, an explanatory model of the intention to repurchase online, integrating social / psychological antecedents, utility antecedents (Perceived usefulness and Perceived ease of use), and an antecedent relating to Website reputation was implemented. The empirical study, carried out with 220 customers using the linear regression method, was conducted to show how long these factors could be intended to key success factors that push customer to repurchase products from the same website.
Files
657.3379-OJS Ready final 1.pdf
Files
(322.8 kB)
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