Investigating Factors Affecting the Online Repurchasing Intention

250 questionnaires were distributed randomly among multinational e-stores’ customers. After computing the Pearson Correlation and Regression analysis on 175 valid returned questionnaires by spss, a model based on the factors which influence and persuade the customers to return the website and again make a purchase, is presented. At the end, the hypotheses were proved then the levels of their effects expressed and analyzed. Such cases as ease of use, usefulness of the website, enjoying the purchase, shopping from a trusted website, previous experience of customers, behavioral factor as customer’s social prestige after purchasing and internet Shopping self-efficacy are among the important factors affecting customer’s intention in repurchasing.

کلیدواژه ها:

ecommerce ، online shopping ، repurchase intention ، behavioral intention ، customer’s loyalty