Factors Affecting Iranian’s Online Repurchase Intention

Factors Affecting Iranian’s Online Repurchase Intention

* assistant professor at PNU University, Tehran, Iran
** MBA student at PNU University, Tehran, Iran

Abstract
In the present report, we are trying to review the factors that cause an online customer to return to a website and do another shopping. We also provided a model for the effect of various factors. For conclusion the Pearson correlation and Regression analysis was used. 83 questionnaires were randomly and online distributed among clients of three Iranian online stores. At the end, the hypotheses were proved then the levels of their effects expressed and analyzed. Such cases as ease of use, usefulness of the website, enjoying the purchase, being a trusted website, previous experience of the customer, customer’s social prestige after purchasing, are among the important factors affecting customer’s intention in repurchasing.

Introduction
In the age of speed and technology, E-business is not only a privilege but also a clear need for the organization.

Nowadays, due to the many factors, customers prefer online shopping to the traditional one. These factors include the widespread availability, high speed and low costs, immediate purchase and greater variety of products. On the other hand, online customers are among the most unfaithful customers. They are sensitive to the price, awareness of the market, emotional and hasty. Online catalog of products, online search, comparing products, high wholesale of the chain, attractive homepage of the online stores are among the factors that influence the loyalty of a customer.

However by identifying the clients’ criteria, these satisfied customers are able to act as agents of viral marketing. We can decrease customers’ sensitivity to the costs and make them loyal by gaining their trust and knowing their behavior. By access to the internet at any mobile and this fact that the customers can do online shopping at any point, we can assume that each person is in an online store and ready to purchase.

This report addresses the customers’ behavior model which is effective on the customer’s repurchasing.