Identifying the Factors That Affect the Customer Experience and Customer Satisfaction Impact on Repurchasing Behaviors in Online Retailers in IRAN

After the success of Digikala as the largest online retailer in Iran, many online retailers emerged to achieve their appropriate market share. It seems that examining customer behavior in online retailers needs to be further explored and enhanced to achieve competitive power. The purpose of this study is to investigate the impact of pre-buying, buying, and post-buying processes on customer experience and the effects of customer experience on customer satisfaction, then customer satisfaction and customer experience on Repurchase behavior in online retailers. The current research is descriptive and applied. The community of this study is all those who have experience in buying from Digikala retailers. To determine the sample size, the Cochran formula was applied, and because of the infinite statistical population, a sample size of 384 people was selected. A researcher-made questionnaire was created, and a combination was used to collect data. In order to analyze the data obtained from the questionnaire, the structural equation modeling method was used. The hypothetical test was performed using descriptive and inferential statistics. The results suggest that pre-buying, buying, and postbuying processes affect the customer experience in Digikala online retail. Customer experience also affects customer satisfaction and re-purchasing from Digikala online retailers.