HRMARS - Drawing on the European Customer Satisfaction Index (ECSI) framework, this study develops an extended structural model to examine the factors influencing repurchase intention on e-commerce platforms. Customer expectation, service quality, and perceived value are modeled as antecedents of satisfaction, while perceived financial risk, perceived product risk, and perceived information risk are hypothesized to affect trust. Satisfaction and trust function as endogenous constructs within the structural model rather than mediators. The expected outcomes of this research include the following: service quality and perceived value significantly improve satisfaction; (2) perceived financial, product, and information risks significantly diminish trust; (3) satisfaction significantly encourages repurchase intention. The findings extend the ECSI model into digital commerce contexts and offer managerial implications for risk mitigation and strategies to enhance customer loyalty.
Dan et al. (Sun,) studied this question.
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