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Introduction
In today’s competitive world and rapidly shifting business environment, the power of retailers and the level of customer demand are increasing day by day. The producer needs to maintain long-term relationships with customers to survive in such a competitive environment. In the current literature, price is found to be an important factor in these relationships, but other factors such as product and service quality are also important in determining repurchase intention (Giovanis et al., 2013). Consumers today are strongly influenced by the mass media, which influence consumer thinking through emotions, needs, wants and demands. Enterprises and business leaders are spending billions of dollars on consumer research to identify and analyze the factors influencing consumer decisions; such analysis helps in detecting the orientation of consumer behavior (Thapa, 2012).
In the digitalized world today, companies are changing from brick organizations to click organizations. Because of this, a number of challenges have sprung up in attracting potential customers. Once a customer visits a particular e-marketplace, the challenge for the e-retailer is how to persuade that customer to repurchase from the same platform. E-loyalty has become an important issue in the recent literature of e-commerce because of the potential benefits for e-business. E-loyalty means that a customer will revisit or repurchase from the same website and is defined as “a customer’s commitment and favorable attitude toward online companies” (Safa, 2014, p. 162).
Repurchase intention is “the subjective probability that a customer (i.e. experienced customers) will continue to purchase a product from the same online seller” (Chiu et al., 2012, p. 5). Constructs such as service, security and internet flexibility of e-commerce develop trust between the consumer and e-commerce websites. If an organization can build trust among existing customers, it develops the scope of consumer repurchase intention (Porter, 1974). The work of Schoenbachler et al. (2004) recognizes loyal buyers whose purchasing decision is independent of the price; these buyers invest money in the brand and derive satisfaction from their decision. Repurchase intention is a psychological behavior and one of the main drivers that motivate buyers to continue buying products or services. The work of Fishbein and Ajzen (1975) demonstrates relations between cognition, intention and behavior, as evidenced in the theory of reasoned action (TRA). According to...