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Determinants of repurchase intention in E-commerce and the moderating role of risks: an emerging digital economy perspective

Ganesh Dash et al.

European Journal of Management and Business Economics2025https://doi.org/10.1108/ejmbe-11-2024-0389article
AJG 2ABDC B
Weight
0.50

Abstract

Purpose In the last few years, marketers have focused more on repurchase intention than on traditionally targeted purchase intention. This study examines the various determinants of online repurchase intention in this context, building upon the theory of planned behavior (TPB) and its extensions. Risk is a crucial factor in online purchases, and its impact on the proposed framework is also assessed. Design/methodology/approach Customer experience, customer satisfaction and online purchasing behavior were considered as key determinants. Three types of risks – product, financial and privacy – were considered moderators. About 504 online shoppers from two emerging digital economies participated in the survey. The structural equation modeling approach was used to assess the proposed model. Findings Findings indicate that online customer experience and online purchase behavior positively influence online repurchase intention. Additionally, online purchase behavior mediates the relationship between online customer experience, customer satisfaction and online repurchase intention. However, financial risk dampens the positive relationship between online purchase behavior and online repurchase intention. Originality/value The study encompasses two emerging Asian economies with thriving e-commerce sectors that can provide guidance for other aspiring nations. It thoroughly studies the impact of risks in digital marketplaces.

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https://doi.org/https://doi.org/10.1108/ejmbe-11-2024-0389

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@article{ganesh2025,
  title        = {{Determinants of repurchase intention in E-commerce and the moderating role of risks: an emerging digital economy perspective}},
  author       = {Ganesh Dash et al.},
  journal      = {European Journal of Management and Business Economics},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1108/ejmbe-11-2024-0389},
}

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0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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