Exploring the determinants of consumers’ repurchase intention on E-retailing platforms in China: A mediation of consumer satisfaction

Abstract

The study investigates how perceived Internet risk (PIR), brand trust (BT), platform image (PI), and consumer satisfaction (CS) impact repurchase intention (RI) in the Chinese e-commerce context. It also explores the mediating role of consumer satisfaction (CS) in the relationships. Based on the Stimulus-Organism-Response (SOR) framework, the study conducts a quantitative method. Data from 530 valid responses were collected via a Chinese commercial survey platform and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The results reveal that perceived Internet risk (PIR) significantly influences consumer satisfaction (CS) and repurchase intention (RI) through the mediating variable consumer satisfaction (CS). The findings help academics and online platform managers, especially valuable for managers. It provides practical evidence for enhancing positive consumer satisfaction and then attracting as well as retaining valued consumers and finally fostering online business profits. The study also employs the applicability of the S-O-R model in explaining consumer behavior in digital marketplaces. By empirically testing the mediating role of consumer satisfaction, the study offers a novel perspective to shape repurchase decisions, contributing to both academic and practical marketing strategies in the existing literature.