Developing Online Re-Purchase Intention Model for Iran’s Market

Customers’ purchase behavior is one of the main criteria and critical success factors of e-commerce and online businesses which is similar to traditional businesses with some differences. Therefore, this study tries to reach a model for analyzing the online re-purchasing intention in B2C transactions. This research has been done in the framework of interpretive philosophical paradigm, with inductive approach, in qualitative method and the theme analysis technique using interviewing tools. Accordingly, an interview was conducted with 36 people including 6 e-commerce experts, 13 brokers in Internet business and 17 re-purchasing customers. After coding the interviews, 120 codes were reached at the first stage and final codes had been retrieved which were classified in 21 basic themes. After final analysis, the basis themes were divided into four organizing theme: psychological theme, technological theme, institutional and customer-orientation theme. Among these four themes, the concept of technology in e-commerce has the greatest emphasis. Organizational issues, customer-orientation and psychological issues are at the next rankings, which can also be considered as important which can be considered by as e-commerce managers.