Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Design and validation of repurchase intention model in B2C e-commerce

Authors
Elahe asadolahidehkordi 1
Tahmores Hasangholipour yasory 2
Ali navidi 3
1 Assistant Professor, Department of Business Administration, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran
2 Professor of Tehran University Management Department, visiting faculty member of Aras International Campus of Tehran University, Iran
3 Persian gulf university, Bushehr, Iran
10.22034/asm.2024.714504
Abstract
The purpose of this study is to design and validate the repeat purchase intention model in B2C e-commerce and to examine how the factors of the model influence each other and practical solutions in line with the design and validation of the repeat purchase intention model in e-commerce. Therefore, according to the mixed approach in the qualitative section, using the method of theme analysis and in-depth interviews with 36 experts (6 experts, 13 brokers and 17 customers), it explained a model for repurchase intention in B2C e-commerce. . The results of coding the interviews showed that the repurchase intention model in e-commerce includes six main concepts: the realm of technical characteristics (with the categories of information quality, service quality, and system quality), the realm of support systems (with the categories of customer service and logistics support), customer management realm (with the categories of interaction with online sellers, interaction with other web users), organizational realm (with the categories of price, advertising, social functions, product or service, human resource management, market study and analysis, brand ), includes the realm of customer analysis (with the categories of competitor analysis, demographic characteristics, psychological characteristics, perception, behavior) and the realm of environmental analysis (with the category of systemic attitude). Then, in the second step, using the confirmatory factor analysis technique and structural equation modeling among online store customers, the resulting model was validated and tested.
Keywords
e-commerce
purchase intention
repurchase intention
online repurchase intention

Subjects

 
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