Purpose: Recently, the e-commerce market has expanded to include the social media commerce market by improving the accessibility of customers through the spread of the Internet and the development of technology. Rather than creating new customers, companies are exploring factors that strongly influence customers’ repurchase intentions for positive reasons such as reducing customer retention costs and increasing customer loyalty. This study aims to investigate the relationship between variables that affect shopping preferences and customers’ repurchase intentions and what influence the characteristics of e-commerce have.Research design, data, and methodology: To achieve the research goal, a survey was conducted targeting users who have experience using e-commerce and cross-border e-commerce platforms. Data were collected through a structured questionnaire, and the relationships between constructs were confirmed through structural equation modeling using SPSS 29.0 and AMOS 26.0.Results: The main results of this study. First, e-commerce attributes such as brand reputation, price fairness, structural guarantee, personalization, and perceived ease of use were found to have a positive effect on shopping preference, while logistics infrastructure system and customer response speed were rejected. Second, shopping preference was found to have a positive effect on repurchase intention. Third, the moderating effect of cross-border e-commerce experience was found to be effective in price fairness, structural guarantee, and perceived ease of use.Implications: It has been shown that it is very important for companies to thoroughly establish marketing strategies to intervene in all customer purchasing processes to ensure that customer experience value is met, thereby increasing customer satisfaction and enhancing customer loyalty.
Han et al. (2025) studied this question.