Content area
Purpose: This research paper aims to investigate the primary determinants that significantly influence individuals' satisfaction and intentions for repeat purchases in Chengdu, China. The conceptual framework proposed causal relationship among security perception, customer service, shipping, innovativeness, popularity, customer satisfaction, and repurchase intention. Research design, data, and methodology: The researcher employed a quantitative approach, surveying a sample size of 500 individuals utilizing questionnaires distributed among residents who have engaged in online shopping across five districts within Chengdu city. The sampling techniques involve judgmental, quota and convenience sampling. The distribution of the questionnaires online and offline to the target research population. The data analysis involved the utilization of the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA), which assessed the model's adequacy, reliability, and construct validity. Results: Eight hypotheses were shown to fulfill the research objectives. The results show that security perception, customer service, shipping, innovativeness, and popularity significantly affect customer satisfaction and that innovativeness, popularity, and customer satisfaction all have a substantial impact on repurchase intentions. Conclusions: The results suggests that major e-commerce platforms focus on these areas to generate more excellent economic effects and stabilize good business development. The e-commerce platform should effectively update the platform products and increase customer purchases.