EFFECTS OF COMMITMENT ON REPURCHASE INTENTIONS IN ONLINE CUSTOMERS

In the fast-evolving digital marketplace, customer loyalty is becoming increasingly difficult to sustain due to the ease of comparison, switching, and the abundance of online options. This study aims to explore the effects of affective commitment and continuance commitment on repurchase intentions among online customers. Drawing upon the relationship marketing and commitment-trust theory, this research examines how emotional attachment and calculative dependence shape consumers’ intention to continue purchasing from a specific online retailer. Data were collected from 200 online shoppers and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results demonstrate that both affective and continuance commitments significantly influence repurchase intentions, though affective commitment exerts a stronger impact. The measurement model shows robust reliability, convergent validity, and discriminant validity, while the structural model confirms strong path coefficients and predictive relevance. Findings underscore the importance of developing both emotional and rational bonds with customers to foster sustainable loyalty. Theoretical contributions include extending commitment theory to digital consumption, while practical implications suggest strategies for enhancing customer retention through personalization, trust-building, and reducing perceived switching barriers. Limitations and future research directions are discussed to provide a roadmap for further scholarly exploration in online consumer behaviour. Keywords: Commitment, Repurchase Intentions, Online Retailing, Structural Equation Modelling