The Relationship between Product Evaluation and Consumer’s Acceptance and Intention to Repurchase in E-commerce (Case Study: Digikala)

In this research, we examine the Investigate the relationship between product evaluation And consumer acceptance of the intention to repurchase In the e-commerce environment (Case Study: digikala Web site). The method of this research is applied in terms of target type and descriptive-analytical method in a survey method. The data collection tool was a researcher-made questionnaire. The statistical population in this study is the users of the site of digikala. To determine the sample size, the unlimited Cochran's formula was used, which was distributed and collected based on the calculation of 384 questionnaires. Lisrel software was used to analyze the data. The results showed that perceived risk had a negative and significant effect on online trust and intention to buy again. Online trust has a positive and meaningful effect on perceived usefulness and the intention to re-purchase and the perceived usefulness of re-purchasing intention, the reputation of the website on perceived quality, perceived value and online trust.The results showed that perceived risk had a negative and significant effect on online trust and intention to buy again. Online trust has a positive and meaningful effect on perceived usefulness and the intention to re-purchase and the perceived usefulness of re-purchasing intention, the reputation of the website on perceived quality, perceived value and online trust.The results showed that perceived risk had a negative and significant effect on online trust and intention to buy again. Online trust has a positive and meaningful effect on perceived usefulness and the intention to re-purchase and the perceived usefulness of re-purchasing intention, the reputation of the website on perceived quality, perceived value and online trust.