presenting the Social model of factors affecting of online repurchase intention considering the role of pre-purchase and post-purchase factors

Subject Areas : Journal of Iranian Social Development Studies

Afshin Rahnama Gharehanbiglou ¹ , کریم حمدی ² , حمیدرضا سعیدنیا ³ , مهدی ایران نژاد پاریزی ⁴

1 - Department of Business Management, Science and Research branch, Islamic Azad University, Tehran.
2 - دانشیار مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران (نویسنده مسئول) (Email: [e-mail])
3 - دانشیار مدیریت بازرگانی، بازاریابی، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 - استادیار مدیریت دولتی، گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

Received: 2018-07-14 Accepted : 2019-11-25 Published : 2019-07-23

Keywords: repurchase online, online trust, delivery of goods and garnet, Website quality, website reputation,

Abstract :

Background: With the growth and development of information technology and the growing use of the Internet and its impact on all aspects of life, the nature of businesses is also changing. Meanwhile, Internet retail is also a new way of distributing goods, and online stores are gradually gaining ground in the distribution system. Therefore, consideration of different aspects of marketing and management has been considered by researchers and thinkers. Purpose: The purpose of this study was to investigate the effect of pre-purchase and after-purchase factors on the intention to re-buy from online stores, taking into account the S-O-Rs. Method: The research method was structural equation modeling. The statistical population of the study was all students of the Science and Research Unit who had a history of Internet shopping from the DJ website, of which 273 were available through unpredictable, as a statistical sample were chosen. Results: Data analysis showed that brand reputation, website design, privacy / security, customer service, customization, brand interests, delivery of goods, warranties through brand trust and the intention to re-buy customers have a positive effect. Keywords: repurchase online, website quality, website reputation, online trust, delivery of goods and garnet