Commerce Reimagined: The Future of Trade and Transactions Volume-2 pp 75-86
Editors: Dr. Lubna Suraiya and Dr.P. Kanchana (2025)
ISBN: 978-93-94174-93-1
Chapter 5
An Empirical Investigation on the Variables Influencing Internet Shopping on Repurchase Intention
Dr. C. Bheula Priyadarshini *,
Assistant professor, Department of Commerce, Voorhees College, Vellore-1, Tamilnadu, India
Abstract
The use of digital marketing technology in ecommerce is becoming more prevalent as it provides convenience and benefits for online shoppers, leading to increased competition and innovation. Understanding the factors that influence repurchase intention is crucial for ecommerce businesses as it is vital for their sustainability. Based on a review of relevant literature, the researcher has developed a model comprising rating review, e-risk, internet shopping value (hedonic and utilitarian value), and e-trust, that can serve as an orientation for building a pragmatic framework of rebuying intention.
Keywords
Digital marketing, e-risk, e-trust, hedonic value, shopping value, utilitarian value.
Cite this Chapter: Bheula Priyadarshini C. 2025. An Empirical Investigation on the Variables Influencing Internet Shopping on Repurchase Intention. In: Dr. Lubna Suraiya Dr. P. Kanchana (Eds.). Commerce Reimagined: The Future of Trade and Transactions. Excellent Publishers, India. pp. 75-86. doi: https://doi.org/10.20546/978-93-94174-93-1_2_5
