Online Re-Purchase Intention of Apparel Products; The Mediation Role of E-Loyalty Among Milennials in Sri Lanka

Abstract

Understanding how electronic word-of-mouth (E-WOM) influences customers' Online Re-purchase Intention (ORPI) is crucial since E-WOM has emerged as a powerful information source for digital consumers. This research study looks at how e-loyalty influences the relationship between the E-WOM aspect and Online Re-purchase Intention, specifically in the Sri Lankan Apparel industry. Data were collected from 211 survey respondents who had previously completed at least one online clothing purchase by millennials in the western province. The study aims to identify factors predicting ORPI and investigate the mediation effects of e-loyalty in the relationship between E-WOM factors and ORPI. Partially Least Squares (PLS) were chosen as the statistical method to assess the quantitative data due to the nature of the study and the complexity of the research model. The implication of findings reveals that online retailers may boost their customers' likelihood of making repeat purchases by giving them the tools to share favorable reviews around the Internet. The findings showed that two E-WOM Participating factors, E-WOM content and Intensity-have a favorable impact on E-Loyalty and ORPI, and found that E-Loyalty has partial mediation effects in the association between two participating factors of E-WOM and ORPI. The study's limitations include its focus on Sri Lanka, neglectling industry disparities, and limited resources to explore other factors impacting ORPI and E-Loyalty. Employers should leverage online reviews to understand customer perceptions and encourage repeat purchases. The government can aid creative industries by providing accurate information and supporting international sales for clothing businesses.