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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 841) Last page : ( 846)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00133.6

Online Repurchase Intention: A Methodological and Thematic Review

Rohilla Nitin1,*, Dwivedi Ruchi1,**, Tewari Richa1,***, Mehendale Smita2,****

1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India

2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India

*Corresponding Author E-mail: nitin.rohilla2019@sims.edu



****smita.m@sims.edu, smita12win@gmail.com

Online published on 2 June, 2018.


With the advent of newer technologies and advancement in the field of information and telecom sector, e-commerce is gaining momentum, which is fuelled by the explosion of internet usage. The number of users who shop online has quadrupled in the past few years and the rivalry between brands has become more brutal. Many studies conducted in the past demonstrate that the customer retention leads to increase in the profitability. The aim of this paper is to investigate empirically and determine the key factors that influence the decision of customer to repurchase through online shopping. In this paper, we have used systematic literature methodology to determine the themes. We have reviewed 30 research papers and our findings show that service quality, customer loyalty, customer satisfaction and brand image are the major factors that affect the customer online repurchase behaviour. The paper also discusses the limitations, suggestions for future research and conclusion drawn based on the methodology and themes.



Online Repurchase Intention, Customer Satisfaction, Customer Loyalty, Online Brand Image, Systematic Review of Literature, Methodological Review, Thematic Review.


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