Mastering online customers' repurchase intentions: COVID-19 blessing in disguise

Ayman Mahmoud Bazzi

International Journal of Internet Marketing and Advertising, 2025, vol. 23, issue 4, 475-502

Abstract: Owing to the internet revolution, customers' online purchasing behaviour is witnessing a considerable increase. Simultaneously, firms are greatly concerned with retaining online customers because attracting new customers is not considered an easy job. This paper aims to investigate the antecedents of online customers' repurchase intentions in the Lebanese hypermarket industry. Data were acquired from 392 online shoppers who were chosen based on the convenience sampling technique. A questionnaire was used to collect data, and partial least squares structural equation modelling was used to assess the validity of the proposed scales and the relationships between the study variables. The findings demonstrate that e-satisfaction, e-trust, e-loyalty, and COVID-19 situation have a significant direct effect on customers' repurchase intentions, in addition to the indirect impact of e-satisfaction and e-trust through the mediation role of e-loyalty. Finally, in addition to contributing to the literature on online marketing, this study recommends directions for further research.

Keywords: COVID-19 situation; e-satisfaction; e-trust; e-loyalty; customers' repurchase intentions; hypermarket industry; online shopping; e-commerce; PLS-SEM; Lebanon. (search for similar items in EconPapers)
Date: 2025
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