The impact of perceived need, curated offering, influencer endorsement and online customer review on online repeat purchase intention

Priyanka Aggarwal and Kavita Chauhan

International Journal of Internet Marketing and Advertising, 2025, vol. 23, issue 1/2, 98-117

Abstract: This empirical research study aims to investigate the effect of four main 'connect strategies' - perceived need, curated offering, influencer endorsement, and online customer review - on online repeat purchase intention on various social media (SM) platforms. The authors employed structural equation modelling (SEM) to analyse the data collected from 287 online shoppers in India, using a snowball approach and rated each item on a five-point Likert scale. The study offers valuable insights into the 'connect strategies' employed by marketers on SM in influencing online repeat purchase intentions. The study's findings reveal that 'perceived need', 'curated offering', 'influencer endorsement', and 'online customer review' on SM platforms positively and significantly influence 'online repeat purchase intention'. Notably, the study's originality lies in introducing and developing a scale for the novel concepts of 'curated offering' and 'perceived need' in the context of SM platforms, which are often overlooked in marketing literature, while comprehensively analysing their impact on online repeat purchase intentions through SEM and contributing significantly to the literature. Although the study has limitations, it provides valuable perceptive into the significance of these connect strategies and lays the groundwork for future research to expand and validate these findings under various conditions.

Keywords: connect strategy; perceived need; curated offering; influencer endorsement; online customer review; OCR; online repeat purchase intention; ORPI; scale development; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2025
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