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چکیده
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In recent years, the use of the Internet and e-commerce in our country has been improving significantly, though there is still a gap to reach the ideal state. One of the key areas in e-commerce is online shopping in the business-to-consumer (B2C) sector. This study aims to identify the most important factors influencing customers' intention to repurchase from online stores in the B2C sector using the meta-synthesis method. The research is applied and developmental in nature. Researchers analyzed these factors by reviewing the existing literature, articles, and prior studies. A total of 75 articles were examined to identify the key influencing variables. The statistical population of this research includes all valid scientific articles published up to 2023 in indexed scientific journals and databases on the topic of online repurchase intention. As a result, no sampling was conducted, and all articles and studies published or reported by the end of 2023 formed the basis of this research.
The findings revealed that numerous variables influence online repurchase intention, including perceived quality, website performance, perceived value, shopping convenience, website reputation, and corporate social responsibility. Finally, recommendations were provided to online stores to foster the growth and development of e-commerce in the B2C sector.
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