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Factors Affecting Customers’ Repurchase Intention in Online Shopping Case Study: Jumia Algeria

Author

Listed:
  • Sabrina BERGOUG

    (High National School of Management, Kolea, Algeria)

  • Hachemi MAHMOUDI

    (High National School of Management, Kolea, Algeria)

Abstract

The emergence of e-commerce has profoundly changed consumer behaviour, making online shopping a major force due to its convenience and accessibility. It is important for online retailers to understand repurchase intentions in order to sustain and grow their customer base. This research, which was carried out in Jumia Algeria, explores the factors driving customers to repurchase from online retailers in Algeria. We adopted a blended approach, combining both qualitative and quantitative methods, conducting interviews with six individuals, and administering an online survey to a final sample of 91 users aged between 18 and 64, located in 13 districts, who met the criteria of having made at least one prior and recent purchase using specifically the Jumia mobile application. The data were processed using Nvivo and SPSS software. Furthermore, a multiple regression technique was used to assess the possible connection between the variables. The results indicated that perceived ease of use, perceived usefulness, service quality, customer experience, and satisfaction positively affect repurchase intention. Although these findings provide practical insights for improving customer retention in the Algerian online shopping market, certain limitations should be acknowledged. The survey target was restricted to specific criteria, which may affect the broader applicability of the findings. Additionally, the study’s focus on the Algerian market, with over 60% of respondents being from the capital, limits the relevance to the other regions. Finally, the qualitative phase is carried out in order to obtain the consumers’ perception and derive the most important factors; based on six individual interviews, it provides depth but does not fully capture the diversity of consumers’ experiences.

Suggested Citation

  • Sabrina BERGOUG & Hachemi MAHMOUDI, 2025. "Factors Affecting Customers’ Repurchase Intention in Online Shopping Case Study: Jumia Algeria," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(1), pages 233-253, February.
  • Handle: RePEc:rom:merase:v:10:y:2025:i:1:p:233-253
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    References listed on IDEAS

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    1. Lily Suhaily & Yasintha Soelasih, 2017. "What Effects Repurchase Intention of Online Shopping," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 113-122, December.
    2. Blut, Markus, 2016. "E-Service Quality: Development of a Hierarchical Model," Journal of Retailing, Elsevier, vol. 92(4), pages 500-517.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    perceived ease of use; perceived usefulness; perceived price; service quality; experience; trust; satisfaction; repurchase intention; technology acceptance model.;
    All these keywords.

    JEL classification:

    • L8 - Industrial Organization - - Industry Studies: Services
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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