Tereze Peksa, Jānis Pekša


With the fast-paced technological development era and the importance of using the Internet in our daily lives, e-commerce as shopping no longer seems new or unusual. Regardless of type or size, companies are using e-commerce advantage to compete in the market. Each of these companies needs a circle of independent and loyal customers. When the customer is satisfied, he gives positive feedback about the company and makes a repeat purchase. In this way, he attracts new customers to the company and provides an independent income for the company. Certain factors influence the customer's attitude and behavior. It is essential to determine what influences their customers' choices when competing to earn profit in the market; the customer must be satisfied in order for him to want to make a repurchase. Repurchases from customers indicate a loyalty to the company. Customer loyalty can be the result of a company consistently meeting and exceeding its customer expectations. Customer loyalty can have a significant impact on business growth. To assess and identify the factors influencing customer satisfaction, they are identified and offered a conceptual reflection of the current situation and offer a conceptual model of Identification Causes and Effects of Customer Satisfaction Framework (IceCSF) in e-commerce retail.


e-commerce, unsatisfied consumer identification, consumer behavior identification, repeat purchase identification

Full Text:



Central Statistical Bureau of Latvia, https://www.csb.gov.lv/lv/statistika [Accessed on 05.04.2021]

Changsu K., R. D.-H. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), pp. 374-387. doi:10.1016/j.elerap.2012.04.002.

Elbeltagi, I. A. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective. Internet Research, 26(1), pp. 288-310. doi:10.1108/IntR-10-2014-0244

Hsiao-Chi Ling, H.-R. C.-L. (2021). Exploring the factors affecting customers' intention to purchase a smart speaker. Journal of Retailing and Consumer Services, 59. doi:10.1016/j.jretconser.2020.102331

Jen-Ruei Fu, I.-W. L.-K. (2020). Investigating consumers' online social shopping intention: An information processing perspective. International Journal of Information Management, 54. doi:10.1016/j.ijinfomgt.2020.102189

Jia Zhao, F. X. (2021). Consumer behaviour analysis for business development. Aggression and Violent Behavior. doi:10.1016/j.avb.2021.101591

Jian Mou, M. B. (2021). Consumer behavior in social commerce: Results from a meta-analysis. Technological Forecasting and Social Change, 167. doi:10.1016/j.techfore.2021.120734

Jina Kim, H. J. (2021). A deep hybrid learning model for customer repurchase behavior. Journal of Retailing and Consumer Services, 59. doi:10.1016/j.jretconser.2020.102381

Jones, M. A. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(4), pp. 259-274. doi:10.1016/S0022-4359(00)00024-5

Liao, C. L.-.. (2017). Factors influencing online shoppers' repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), pp. 651-668. doi:doi:10.1016/j.im.2016.12.005

Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57. doi:10.1016/j.ijinfomgt.2020.102300

Muhammad Kashif Javed, M. W. (2020). Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers' past experience and future confidence with the retailer. Journal of Retailing and Consumer Services, 54. doi:10.1016/j.jretconser.2019.101942

Pham, T. S. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change. Technological Forecasting and Social Change, 124, pp. 332-342. doi:10.1016/j.techfore.2017.04.003

Rita, P. O. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10). doi:10.1016/j.heliyon.2019.e02690

Seiders, K. V. (2005). Do satisfied customers buy more? examining moderating influences in a retailing context. Journal of Marketing, 69(4), pp. 26-43. doi:10.1509/jmkg.2005.69.4.26

Semila Fernandes, V. V. (2021). Measurement of factors influencing online shopper buying decisions: A scale development and validation. Journal of Retailing and Consumer Services, 59. doi:10.1016/j.jretconser.2020.102394

Su, L., Swanson, S. R., Chinchanachokchai, S., & Hsu, M. K. (2016). Reputation and intentions: The role of satisfaction, identification, and commitment. 69(9), pp. 3261-3269. doi:10.1016/j.jbusres.2016.02.023

Tahir M. N, G. P. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, pp. 135-144. doi:10.1016/j.jretconser.2017.07.010.

Xiaolin Li, Y. Z. (2019). A multi-stage hidden Markov model of customer repurchase motivation in online shopping. Decision Support Systems, 129, pp. 72-80. doi:10.1016/j.dss.2019.03.012

Xinxin Ren, J. C. (2021). A two-stage model for forecasting consumers' intention to purchase with e-coupons. Journal of Retailing and Consumer Services, 59. doi:10.1016/j.jretconser.2020.102289

DOI: https://doi.org/10.17770/etr2021vol2.6620


  • There are currently no refbacks.

SCImago Journal & Country Rank