INVESTIGATING FACTORS AFFECTING CUSTOMER REPEATED PURCHASING INTENTION IN ONLINE SHOPPING: THE MEDIATING ROLE OF SATISFACTION

This research examines the relationship between website quality, customer perceived value, customer satisfaction, and repeated online purchasing intention in Lebanon. A quantitative approach was used, and data from 385 online shoppers were collected through an online survey. The results indicate that website quality significantly predicts customer perceived value, satisfaction, and repeated online purchasing intention. Customer perceived value also predicts satisfaction and purchase intention, while satisfaction predicts repeated online purchasing intention. These findings highlight the importance of website quality in shaping customer perceptions, satisfaction, and repeated online purchasing behavior. The research suggests that improving website quality, offering high-quality services, personalized experiences, and competitive pricing can enhance customer perceived value, satisfaction, and repeated online purchasing intention. These findings have significant implications for Lebanese organizations and online businesses, as improving website quality can lead to increased customer satisfaction and loyalty, ultimately benefiting the company\u27s overall performance. Additionally, providing personalized experiences, competitive pricing, and responsive customer service can further enhance customer perceptions of value and satisfaction, leading to higher levels of repeated online purchasing intention. The study contributes to the existing literature on e-commerce and marketing by shedding light on the relationship between website quality, customer perceived value, satisfaction, and online re-purchase intention in the Lebanese context. The findings can guide organizations in Lebanon in developing effective e-commerce strategies and platforms that meet the expectations and needs of their customers. Further research can explore additional factors like trust and loyalty to gain a more comprehensive understanding of e-commerce success in Lebanon. Keywords: Website Quality, Web Quality, Customer Perceived Value, Satisfaction, and Repeated online purchasing intentio