Provide a Causal Model of Variables Related to the Intention to Repurchase in the B2C Online Auction

Article Type:
Research/Original Article (دارای رتبه معتبر)

Today, with the role of the Internet, the consumer shopping style has changed and people's interest in online shopping is increasing. Online shopping, including online auctions, has been very successful on product sales websites. Therefore, the purpose of this study is to model the structural equations of quality components of the website affecting the intention to repurchase B2C online auction customers, with the mediating role of hedonic shopping motivation.


The present research is applied in terms of purpose and descriptive-analytical in terms of the nature of the method. The statistical population of Instagram collection users is in 1400, from which 460 people were randomly selected as a sample. The data were collected by a standard questionnaire, then analyzed using PLS software.


The results showed that the components of website quality (reliability, ease of use, search, structure and layout) have a positive and significant effect on hedonic shopping motivation. The motivation to buy hedonistically also has a positive and significant effect on the intention to repurchase. Website quality also has a positive and significant effect on users' intention to repurchase. Among the research variables, the highest path coefficient (0.853) and the highest significance coefficient (34.479) belong to the effect of website quality on hedging motivation.


Website quality, as an important factor, is effective in increasing sales in B2C online auctions because it can affect the customer's hedonic motivation and lead to repurchase.

Journal of Business Management, Volume:20 Issue: 1, 2021
144 to 168  
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