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Abstract

Repurchase intention is a very important goal for retail businesses in the competition in the 4.0 technology age. This study aims to explore the mechanism of forming repurchase intention in relation to perceived value and consumer satisfaction in e-commerce. Structural equation modeling was used to evaluate the relationship between perceived value, satisfaction, and repurchase intention. The results show that the role of satisfaction and perceived value positively affects repeat purchase intention. Research results support the means end chain theory and imply that retail businesses need to pay attention to policies to increase perceived value and satisfaction, thereby stimulating repeat purchase intentions of customers.