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E-commerce platforms in Nigeria: Mediating role of Customer Satisfaction in driving Repeat Purchase Behaviour

. Chinelo Constance Ugwu


Abstract

This study investigated the mediating effect of customer satisfaction on repeat purchase behaviour, a key indicator for firm profitability. Customer satisfaction was the mediating variable deployed to explore how ease of use, online security and service quality influence consumers' likelihood to repurchase on e-commerce platforms. Data from 385 respondents were collected through a questionnaire and analysed using structural equation modelling. Findings from the study showed that there is a direct effect of ease of use (???? = 0.1408, P<0.05) online security (???? = 0.1097, P<0.05), and service quality (???? = 0.0257, P<0.05)  on re-purchase intention, there is a total effect of ease of use (C11 = 0.3929,   p < 0.05), online security (C11 =  0.4163, p < 0.05), service quality (C11 = 0.4662, p < 0.05) on repurchase intention through customer satisfaction. The study concludes that e-commerce platforms are essential for achieving growth in Nigeria’s service sector. It underscores the importance of improving user-friendly interfaces, bolstering trust through secure online transactions, and delivering high-quality services to drive growth in the Nigerian service sector.

 

Key Words: Customer, Ease of Use, E-commerce, Repurchase Intention

JEL Classification: L1, M1, M2, M3,033

 

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