2. KEY DRIVERS OF REPURCHASE INTENTION IN E-COMMERCE: A SYSTEMATIC LITERATURE REVIEW

This study seeks to identify the determinants of repurchase intention in the e-commerce context by conducting a systematic literature review in accordance with PRISMA guidelines. It focuses on evaluating studies published in Scopus and Web of Science over the previous five years. In total, 34 closely related empirical studies were selected after rigorously applying exclusion and inclusion criteria. All of these studies were analyzed at three levels: a global analysis (year of publication, authors, and research location), an in-depth discussion of the results, and a general conclusion including research gaps, future directions, and managerial contributions. The results identified several factors influencing RI, including mostly E-Trust, E-Satisfaction, E-WOM, E-Reputation, Perceived Value, Perceived Quality, Ease of Use, and Promotional Strategies. Notably, artificial intelligence and national culture were underexplored. Key moderating factors such as age, gender, and online shopping experience were identified, with the latter being the most prominent. Indonesia and India led research contributions, representing half of the included articles, and 2023 saw a peak in studies with 12 publications. Managers are recommended to prioritize these core factors to strengthen customers' RI and achieve retention objectives. Future research should address the 19 identified gaps, offering directions for further studies in this field