Factors influencing online repurchase behaviour of Indian students

Bindiya Tater and Kishor John

International Journal of Internet Marketing and Advertising, 2025, vol. 23, issue 4, 407-446

Abstract: This directional study measures the factors that impact student satisfaction with online purchases. The study analysed variables such as perception of beneficial educational outcomes, ease of use, utility, value, risk, trust, privacy, and online literacy level. The study involved 415 suitable tertiary students from universities and colleges, using Google Forms to collect data. The questionnaire underwent a validity test and was analysed using a multi-regression test, indicating satisfactory results. The study used three models and Cronbach's alpha for reliability. The technology acceptance model (TAM) reveals trust, privacy, and internet literacy as key factors promoting repurchasing, while internet usage and number of purchases are less significant predictors. The study uses a novel approach to investigate the link between a student's education, internet usage, and the frequency of online shopping purchases. The study's findings will benefit organisations, companies, and agencies involved in online shopping by providing a model for understanding user repurchase behaviour and strategic planning.

Keywords: attitude; behaviour; ease of use; internet literacy; perception; perceived risk; perceived value; privacy concern; satisfaction; repurchase intention. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=149658 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:23:y:2025:i:4:p:407-446

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().