Presenting an integrated model of online repurchase intention in chain stores using the multi-ground theory method

Regarding the increasing growth of online purchases of products in chain stores and given that the determinants of online repurchase intentions (ORI) are complicated and different, the role of online sales and increasing repurchase of the concerned products is more highlighted.

The present study aimed to present an ORI model in chain stores.

The qualitative multi-grounded theory (MGT), a combination of meta-synthesis and grounded theory (GT), was used in the present study. The literature on ORI in chain stores was first reviewed during 2010-2022 to reach the research objectives. Then, after detecting the initial framework, GT was used to interview ten experts in chain stores. Moreover, open, axial, and selective coding methods were used for the data analysis to extract the research model.

According to the results, the concepts coded using Strauss and Corbin’s three-stage coding approach in GT were classified into four categories as causal conditions (namely information technology (IT), product features, brand class, and service class) and two categories as intervening factors (namely sociology and competitive environment), and one underlying factor (customer features). These factors affect the customer's ORI in chain stores and provide chain stores with some marketing strategies, the consequences of which would determine the capability of chain stores and social responsibility.

Originality:

 The present study expanded knowledge on the ORI determinants in chain stores and would help the managers of chain stores to promote ORI and create a competitive advantage.