The Effect of Brand Perceptions on Repurchase When Using the E-Commerce Website for Shopping

  •  Abbas N. Albarq    


This study aims to investigate the influence of some critical factors (store/brand perceptions, and trust in the webstore) on online repurchase intention. A pre-validated questionnaire was distributed to a convenience sample with response rate of 95.2% (n = 684) web-store buyers that were examined for assessing the research model. Primary data were collected during the period between December 2019 and February 2020, from respondents in Amman the capital of Jordan. Using AMOS 22.0 software, the collected data were analysed with structural equation modelling (SEM). Confirmatory factory analysis (CFA) was used to estimate the measurement model with respect to convergent and discriminant validities. This was followed by testing the structural model framework and research hypotheses. The results showed that retailers are able to increase trust in the web-store by carrying strong brands, and reap a number of benefits including image enhancement and pre-established demand, it has been found that the store as a brand could turn out to be as important that make it easier for customers to build trust, constituting a strong antecedent of behavioural intentions where behavioural intentions can lead to repurchase patterns. Unlike extant research, this study makes a novel contribution—to adduce evidence as per which both trust and intentions can have impact repurchase as far as web-stores are concerned. The relevancy can be explained with the fact that prior models were only found to have purchase intentions as the final dependent variable.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

Journal Metrics

Google-based Impact Factor (2021): 1.34

h-index (July 2022): 70

i10-index (July 2022): 373

Learn more