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Role of online satisfying experience in luxury repurchase intention: a moderated-mediation approach

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  • Sheetal Jain

Abstract

Lately, online has become a key channel for luxury sales, and millennials are the main contributors to luxury sales growth on internet. Since, this generation is less brand loyal, it is a key challenge for marketers to retain them. In past, hardly any work has been performed to understand the factors affecting online luxury repurchase intention (OLRI), mainly in context of emerging societies. The main objective of this research is to understand the role of online satisfying experience (OSE) in the association between perceived values, brand trust and OLRI based on social exchange theory. A sample size of 233 was collected online from millennial luxury consumers in India using survey method. The findings showed that OSE is significantly related to brand trust and OLRI. Also, OSE was found to mediate the association between perceived values, brand trust and OLRI.

Suggested Citation

  • Sheetal Jain, 2026. "Role of online satisfying experience in luxury repurchase intention: a moderated-mediation approach," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 17(1), pages 56-79.
    • Handle: RePEc:ids:ijemre:v:17:y:2026:i:1:p:56-79
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