The Driving Factors of Online Repurchase Intention among Egyptian Internet Users: An Extended UTAUT Perspective

Abstract

The COVID-19 crisis has considerably affected consumers behavior and led to an increase in the share of electronic commerce. Understanding factors making Internet users continue to purchase their products from websites is essential for the prosperity of electronic commerce. This study empirically examines the relationships between seven factors and online repurchase intention among Egyptians’ Internet users. The seven factors are website quality, perceived risk, perceived enjoyment, Internet facilitating conditions, effort expectancy, performance expectancy, online purchase intention. Data, 329 respondents, was collected using an online structured questionnaire. Structural equation modelling was conducted to test the hypotheses and model fit. The findings of this research supported the applicability of the unified technology acceptance and use theory for modelling online repurchase behavior in an emerging economy. This study enlightened the importance of perceived enjoyment and website quality on the decision of Egyptian Internet users to continue shopping online. There is a significant positive relationship between web quality, effort expectancy and the perceived enjoyment. Likewise, there has been a significant positive relationship between performance expectancy, perceived enjoyment, web quality, and online purchase intention. Perceived enjoyment totally mediated the relationship between effort expectancy and repurchase; and partially mediated the relationship between websites quality and online purchase intention. Furthermore, the findings confirmed the importance of integrating risk when studying technology adoption factors in the consumer context. Financial risk has a direct negative impact on online purchase intention and an indirect one on online repurchase intention. Also, Internet facilitating conditions are negatively associated with perceived risk.

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