When Online Reputation Drives Consumers' Online Repurchase Intentions: An Egyptian Story

Hamed M. Shamma, Radwa El Masry and Vincent Dutot ()
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Hamed M. Shamma: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Radwa El Masry: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Vincent Dutot: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: The aim of this article is to understand how e-reputation can be a positive predictor of online repurchase intentions. Building on the Hierarchy-of-Effects model and the scale of e-reputation developed by Dutot and Castellano (2015, Corporate Reputation Review 18(4), 294\textendash 313), the study is applied and validated in an Egyptian context. Following a quantitative approach, data were collected through an online survey and tests were performed following a structural equation modelling approach (SmartPLS software). The results indicate that 57.9% of the online repurchase decision is dependent upon e-reputation. Three of the four e-reputation dimensions are validated in the Egyptian context, with interesting differences based on age and gender. Practical and academic implications are identified that can help managers and academicians study e-reputation and understand how to enhance their consumers repurchase intentions. The approach is driven by the goal of helping firms understand how they could build and maintain strong e-reputations to sell more. This study (1) proposes new predictors of online repurchase intentions, (2) validates an e-reputation management scale and (3) examines its effect on online repurchase intentions. Moreover, it supports the idea that gender-oriented strategies should be designed. \textcopyright 2023 IMI.

Keywords: E-reputation; Egypt; HOE model; online repurchase intention; structural equation modelling (search for similar items in EconPapers)
Date: 2023
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Published in Global Business Review, 2023, ⟨10.1177/09721509231155276⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04292616

DOI: 10.1177/09721509231155276

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