Integrating Brand Equity and Expectation-Confirmation Theory to Explain Sustainable Online Repurchase Intention and Digital Business Sustainability in Saudi Arabia’s E-Commerce Market

This study examines the intercorrelations that exist between brand equity, expectation confirmation, and sustainable repurchase intentions within Saudi Arabia’s burgeoning e-commerce sector, emphasizing its cultural and digital transformation context aligned with Vision 2030. The main objectives are to identify how brand perceptions influence customer satisfaction, and to explore the applicability of integrated theoretical frameworks, namely Brand Equity Theory and Expectation-Confirmation Theory in explaining sustainable consumer behavior in an emerging market. Utilizing a quantitative research approach, data was collected through an online self-reported questionnaire distributed via social media platforms targeted at active e-commerce consumers in the Hail region. Convenience sampling combined with snowballing yielded a sample size of 361 respondents, ensuring broader demographic representation. Data analysis was conducted using structural equation modeling with partial least squares (SEM-PLS), a technique suited for theory exploration and handling complex variable relationships. The findings demonstrate that brand awareness and brand image significantly positively influence customer satisfaction, which in turn positively impacts repurchase intentions in e-commerce platforms. Similarly, expectations and perceived performance also have significant positive effects on satisfaction, which in turn positively impacts repurchase intentions in e-commerce platforms. All hypotheses were supported, with significant relationships observed between the variables, with the model demonstrating robust validity and fit, evidenced by acceptable SRMR, d_ULS, and d_G values. The study’s originality lies in its culturally contextualized application of these theories to a less studied yet vital emerging market, providing novel insights into how cultural nuances influence digital consumer loyalty. These outcomes contribute to both academic theory and practical strategies for e-commerce firms aiming to build sustainable, trust-based relationships within culturally diverse digital environments, offering a valuable blueprint for similar markets undergoing digital transformation.