ANALYZING THE ANTECEDENTS OF E-REPURCHASING: A MODEL FRAMEWORK WITH MEDIATING ROLE OF SATISFACTION

Abstract

To date, the overwhelming amount of online purchasing and its salient role on promoting e-retailing industry is not hidden from the view of marketing practitioners in the world. E-vendors have tremendously endeavoured to incorporate the best marketing strategies, which not only can enhance the selling amount of their products, but also to attract their clients to purchase them again. However, this may not be viable unless the satisfaction of consumers could be met. Indeed, focusing on the e-client’s satisfaction is considered as great significance as an e-vendor should employ in his merchandising tactics; as neglecting consumer’s needs and satisfaction prevents an e-vendor to achieve its goals for a fruitful profit in the early future, and that repurchasing provide added-values for the e-vendors and presumably loyalty for the e-clients. Thus, the study intends to present a simplified, but comprehensive testable model framework elucidating the correlations between key factors triggering consumer satisfaction in the online repurchasing context.