THE INFLUENCE OF BRAND SATISFACTION AND BRAND TRUST ON REPURCHASE INTENTION IN E-COMMERCE: EXAMINING THE MEDIATING ROLE OF BRAND LOVE

Abstract

In the rapidly evolving e-commerce landscape, understanding the drivers of customer loyalty is paramount for sustainable business success. This study investigates the influence of brand satisfaction and brand trust on repurchase intention, incorporating brand love as a mediating factor. Drawing on the Theory of Planned Behavior, Emotional Attachment Theory, and the Cognitive-Affective-Conative Model, the research examines how cognitive evaluations transform into affective commitments that motivate repeat purchases. Data were collected through a structured survey of 350 online shoppers, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both brand satisfaction and brand trust significantly and positively impact repurchase intention. Moreover, brand love partially mediates these relationships, indicating that emotional attachment strengthens the effects of satisfaction and trust on customer loyalty. This highlights the necessity for e-commerce firms to adopt a dual approach, combining functional excellence with emotional engagement strategies to foster deeper consumer connections. The study advances theoretical understanding by integrating cognitive and affective constructs into a unified framework explaining repurchase behaviors in digital retail. Practical implications suggest that enhancing user experience, ensuring secure transactions, and cultivating brand love through personalized communication are vital to retaining customers and promoting long-term loyalty. Overall, this research contributes valuable insights into the complex interplay of satisfaction, trust, and emotional factors in shaping online consumer behavior, offering actionable guidance for e-commerce brand management.

Keywords: Brand satisfaction, Brand trust, Brand love, Repurchase intention, E-commerce, Customer loyalty, PLS-SEM