E-commerce in the digital age: empirical evidence from Serbia

Electronic commerce or e-commerce has become integral to the contemporary business landscape. Organizations widely adopt e-commerce technologies to enhance efficiency and gain a competitive edge. As one of the crucial driver of economic growth, adopting e-commerce is essential for developing countries to promote their prosperity and contribute to sustainable economic development. The factors influencing e-commerce are diverse, and understanding them is vital for businesses aiming to thrive in this competitive digital landscape. Therefore, this study aims to identify the factors that impact consumers' online repurchase intentions. Employing quantitative methods, including partial least squares-structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA), the research analyses survey data from Serbia. This study contributes to the literature by offering new insights into the relationship among the predictors of online shopping behaviour and advancing the theoretical ground of how site quality, customer satisfaction, trust and commitment combine to explain high repurchase intentions better. The findings provide deeper insights into priority areas for strategic improvements in adopting e-commerce services and pave the way for future research.