THE ANTECEDANTS OF CUSTOMERS' REPURCHASE INTENTİONS İN ONLİNE SHOPPİNG: THE EFFECT OF SERVİCE QUALİTY, IMAGE, PERCEİVED VALUE AND CUSTOMER SATİSFACTİON ON THE REPURCHASE INTENTİON

Abstract

The factors that affect the customers' purchase of a product are called purchasing predecessors. Understanding why a customer purchases a product is vital for brands. E-commerce has gained significant momentum today. It has become even more used, especially as the Covid-19 case spread all over the world. Now, consumers have turned more towards shopping from e-commerce in order not to enter a crowded environment, thanks to its features such as contactless delivery and bringing it to the door. E-commerce is not only a modern business activity, but also a critical marketing communication tool. With the study in hand, it has been tried to determine the “repurchasing premises” that can be seen as the reasons that push customers to buy behavior when shopping from e-commerce sites. For this purpose, a questionnaire form was applied to 456 people electronically. The reliability and validity analysis of the data collected by the survey method was performed, and the model of the study was tested in AMOS 23.0 with confirmatory factor analysis and path analysis method. According to the research findings, it was found that service quality, value and satisfaction have an effect on re-purchase intention in online shopping; however, image has been observed that it has no direct effect on repeat purchasing intention from the shopping site.