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Investigating Influence of Trust on Repurchasing by Mediating Role of Customer Satisfaction in Online Stores

Author

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  • Abolfazl Akhondi
  • Azar Kafashpor

Abstract

Analyzing and investigating factors affecting trust and satisfaction creation and providing condition for creating these factors by online stores help them to perceive customers’ needs and lead to increasing loyalty level, intention for repurchasing and improving profitability level. Therefore, this paper investigates influence of trust on repurchasing by mediating role of customer satisfaction. Population of this paper were customers of online stores which have 2-star electronic trust symbol on the base of E-trade development center (Note 1) ranking and had shopping more than once. Data were gathered from 267 samples of customers by availability method and questionnaire tool and its reliability was confirmed by Cronbach's alpha with 82%. Considering analyzing data by SEM on LIZERAL software, findings show that trust has positive and significant influence on repurchasing and indirect influence of trust on repurchasing by mediating role of customers satisfaction is more than its direct influence which confirms mediating role of customers’ satisfaction.

Suggested Citation

  • Abolfazl Akhondi & Azar Kafashpor, 2016. "Investigating Influence of Trust on Repurchasing by Mediating Role of Customer Satisfaction in Online Stores," Modern Applied Science, Canadian Center of Science and Education, vol. 10(6), pages 126-126, June.
    • Handle: RePEc:ibn:masjnl:v:10:y:2016:i:6:p:126
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    References listed on IDEAS

    as
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    3. Deng, Zhaohua & Lu, Yaobin & Wei, Kwok Kee & Zhang, Jinlong, 2010. "Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China," International Journal of Information Management, Elsevier, vol. 30(4), pages 289-300.
    4. Hong, Ilyoo B. & Cho, Hwihyung, 2011. "The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust," International Journal of Information Management, Elsevier, vol. 31(5), pages 469-479.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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