Abstract
Drivers of buyer retention in e-commerce: The role of transaction characteristics and trust
Highlights
In the digital era, the demand internet seems to have turned into a primary need for society
The measurement model illustrates all the indicators we measure are valid and reliable while the structural measurement model, all of the hypotheses we examined, are accepted
We argue that in the first equation, customization, contact interactivity, care, and character factors contribute moderately to buyer's trust in e-commerce sites
Summary
The demand internet seems to have turned into a primary need for society. Computer technology and communication flows have redesigned trading methods, removed time limits, and places They have shaped cybernetic societies, so they become new demands for producers in creating products and services (Maxwell & Khan, 2018). E-sellers need to reach a diversity of buyers so that e-marketing activities must target a unique market. It includes product development besides procedures and processes that reflect the buyer's wishes (Alharbi & Alhider, 2018). Buyer trust has been studied by researchers in marketing management and information systems (SI) They learn about online trading on a web or mobile basis (Doan, 2020; GrabnerKraeuter, 2002; Jumin Lee, Park, & Han, 2011; Li & Yeh, 2010; Lin, Wang, Wang, & Lu, 2014; Salimon et al, 2018; Sarkar, Chauhan, & Khare, 2020). Online buyers show a low level of trust in online-based merchants (Culnan & Armstrong, 1999), so it becomes a significant reason many buyers choose not to shop online (Hoffman, Novak, & Peralta, 1999)
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