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

Author

Listed:
  • Hamed M. Shamma

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Radwa El Masry

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Vincent Dutot

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

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\textendash 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. \textcopyright 2023 IMI.

Suggested Citation

  • Hamed M. Shamma & Radwa El Masry & Vincent Dutot, 2023. "When Online Reputation Drives Consumers' Online Repurchase Intentions: An Egyptian Story," Post-Print hal-04292616, HAL.
    • Handle: RePEc:hal:journl:hal-04292616
    DOI: 10.1177/09721509231155276
    as

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