Factors Affecting Repurchase Intention to Shop at the Same Website

Internet's fast steps into our lives have brought about social, economic and psychological changes and novelties. Online shopping comes one of the recent innovations in economic system. Nowadays, there happens to be a high increase in the number of researches about online shopping which deeply affects the social and economic lives. It has become popular to identify factors which facilitate online shopping and repurchases on internet. Perceived ease of use, perceived usefulness, trust and enjoyment have been noted to have an impact on online shopping and revisits to e-shops. The most outstanding antecedent of online shopping is behavioral intention.We have come up with a theoretical model upon studying the relationships between consumers’ repurchase intentions, and perceived ease of use, perceived usefulness, trust and enjoyment. The research has been carried out through a paper and online survey on 300 students who have e-shopped before. Depending on the research results, positive relationships have been observed between above-mentioned variables and repurchase intention while a mediation effect of enjoyment has been detected between them, which all confirm the research hypotheses.