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

Abstract

This study aims to investigate the influence of some critical factors (store/brand perceptions and trust in the web-store) 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 analyzed with structural equation modeling (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 can not only enhance trust in this store through robust brands, but also reap several benefits such as better brand image and demand. Thus, 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 behavioral intentions where behavioral intentions can lead to repurchase patterns. Unlike extant research, this model proposes store brand perception and product brand perception as determinants of intentions and trust in a web-store.