Online re-purchase intention: Testing expectation confirmation model ECM on online shopping context in Iran

Abstract

The purpose of this paper is testing expectation confirmation model (ECM) in Iranian online shopping context, and identify poverty of ECM in explanation of Iranian online shopping and also know which factor in this model is more significant in online shopping content intention from customer perspective. The current study is an online survey of internet shopping in Iran with respect to structural equation modeling along with the invariance validates model fit. The finding shows that accordingly satisfaction, confirmation and perceived usefulness are important elements in context of online shopping. The results contribute to the literature on the internet shopping and for intentions in the context of Iran.