Unveiling the nexus: exploring the relationship of e-satisfaction, e-trust, and online repurchase intentions among students in a developing country

This study explores the influence of students’ repurchase intention in the online shopping environment, focusing on the importance of e-trust and e-customer satisfaction. It investigates the mediating role of e-trust and e-customer satisfaction on online repurchase intention, while considering the moderating effect of prior online experience in Bangladesh. The research adopts a quantitative approach, collecting data from 415 students who have engaged in online purchasing through an online Google survey and the collected data were analyzed using structural equation modeling (SEM) and for the robustness of the study, simultaneous approach of 2SLS method is utilized in this paper for examining the relationships between e-trust, e-satisfaction, and online repurchase intention. The findings reveal that e-customer satisfaction and e-trust significantly impact students’ online repurchase intention, with e-word of mouth exerting a stronger influence. Out of 16 hypotheses tested, two are unsupported, including one related to security and one involving e-trust mediating customer service quality and repurchase intention. Future researchers are encouraged to replicate the model across cultures and diverse product categories. This research provides valuable insights for e-commerce businesses, emphasizing the significance of establishing customer trust and satisfaction to promote online repurchase behavior, particularly among students who are a substantial segment of e-commerce consumers in Bangladesh.