Determinants of Repurchase Intention in Online Fashion Shopping in KSA

Abstract

The aim of this research is to investigate determinants of repurchase intention of online customers at fashion stores. This research may contribute to valuable findings in this field of study. The study considers two factors: perceived usefulness and online trust through collecting simple random samples from 139 Saudi citizens over the age 19. This study used an online questionnaire-based survey method. The analysis technique used are SPSS v. 25. & SmartPlus 4. The results of the study indicate that perceived usefulness has positive effect on repurchase intention and on online trust and, online trust has a positive effect on repurchase intention. Finally, several limitations and future research directions are discussed. This study has theoretical and managerial implications, such as filling a gap in the literature, contributing to important results and beneficial understanding of research variables, and assisting managers in recognizing the beneficial effect of perceived usefulness and online trust on repurchase intension.