A Review of the Literature on Consumer Online Repurchase Intentions

Abstract

The rapid advancement of information technology (IT) has made internet shopping broadly available to customers. If online merchants hope to keep every single customer, they need to have a firm understanding of the pre-, during-, and post-purchase behavior of their customers. This paper's primary goal is to conduct a thorough literature analysis in order to present current, updated insights into research trends and concerns in the study of consumer online repurchase intentions. To develop combined effects, a total of 60 recent, closely linked empirical research that were published in reputable, indexed international journals over the previous ten years, between 2014 and 2024, were used. According to the study's findings, the main variables influencing consumers' intentions to make another online purchase are trust, perceived purchasing value, perceived utility, ease, and e-service quality. Next, in order to create a thorough agenda for further study, we determined any gaps in the existing literature. These results serve as a basis for further study and assist practitioners in online retail strategy development.