When Online Reputation Drives Consumers’ Online Repurchase Intentions: An Egyptian Story

Abstract

The aim of this article is to understand how e-reputation can be a positive predictor of online repurchase intentions. Building on the Hierarchy-of-Effects model and the scale of e-reputation developed by Dutot and Castellano (2015 , Corporate Reputation Review 18(4), 294–313), the study is applied and validated in an Egyptian context. Following a quantitative approach, data were collected through an online survey and tests were performed following a structural equation modelling approach (SmartPLS software). The results indicate that 57.9% of the online repurchase decision is dependent upon e-reputation. Three of the four e-reputation dimensions are validated in the Egyptian context, with interesting differences based on age and gender. Practical and academic implications are identified that can help managers and academicians study e-reputation and understand how to enhance their consumers repurchase intentions. The approach is driven by the goal of helping firms understand how they could build and maintain strong e-reputations to sell more. This study (1) proposes new predictors of online repurchase intentions, (2) validates an e-reputation management scale and (3) examines its effect on online repurchase intentions. Moreover, it supports the idea that gender-oriented strategies should be designed.