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What keeps online customers repurchasing through the internet?

Factors affecting the intention of purchasing online have been investigated for many years. On the other hand, the question of what keeps online customers repurchasing through the Internet has rarely been examined. By expanding the existing customer satisfaction/continuance model based on the expectation-confirmation model, this study aims to provide a theoretical model that can support technical, business, and consumer issues involved in online repurchasing. The results of an online questionnaire of 1,215 Japanese online customers pointed out that not only basic factors of confirmation, satisfaction, perceived usefulness, and perceived incentives, but a new factor, customer loyalty, are factors significantly influencing the online customers' intention to repeat purchase through the Internet. This study sheds light on the development of online incentive technology and the means of enhancing customer loyalty to promote online repurchasing.