Resumen

GUEVARA RODRIGUEZ, Mónica Vicenta  y  JIMENEZ ALMAGUER, Karla Paola. Drivers of the online repurchase intention: a literature review. PAAKAT: rev. tecnol. soc. [online]. 2022, vol.12, n.22, e705.  Epub 19-Oct-2022. ISSN 2007-3607.  https://doi.org/10.32870/pk.a12n22.705.

Online shopping has become part of everyday life. Despite the fact that these are on the rise, studies that analyze the online repurchase are scarce. Therefore, this research paper is intended to analyze the main drivers of online repurchase intention. As part of the project, 40 scientific articles were reviewed and their main findings were identified. Using ATLAS.ti software, the relevant variables for a consumer to develop an online repurchase intention behavior were related: the relationship between customer commitment and brand loyalty; the eWOM (electronic world of mouth), which allows consumers to give opinions that have an impact on their behavior towards a brand; and the e-servicescape model, whose effectiveness in predicting and explaining online consumer intentions has been demonstrated in several studies. The results obtained show the relevant implications of promoting repurchase intention.

Palabras llave : Customer engagement; brand loyalty; eWOM; e-servicescape.