Background: Today, most stores and businesses buy and sell their goods and services online. Since customers are very important to online stores and guarantee profit for these stores, The managers of these stores should make every effort to improve the quality of electronic services in order to increase the perceived value, customer satisfaction and trust, and to cause the customer to return and repurchase.
Aim: The purpose of this study was to investigate the effect of e-service quality on online repurchase intention with the mediating role of perceived customer value, customer satisfaction and customer trust in order to provide effective solutions to create online repurchase intention.
Methodology: The peresent study is an applied research and regarding data collection is discriptive survey and correlation type. The statistical population of the present study is all buyers and customers of various products from Digi Kala online stores. The sample size is estimated at 384 people. In this regard, available sampling, which is one of the non-random sampling methods, has been used. SPSS and pls software were used to analyze the data.
Conclusions: The development of the Internet in recent years and the increase in online shopping of customers, reveals the importance of quality e-services. This can affect the customer's intention to repurchase online. Adequate quality of e-services can improve the perceived value of the customer, customer satisfaction and customer trust, and ultimately increase the customer's intention to repurchase online, which ultimately increases the profitability of the Digikala online store. The Findings of this study show that the quality of e-services has a positive and significant effect on the intention to buy online again. Also, the quality of electronic services has a significant effect on the three mediating variables of perceived customer value, customer satisfaction and customer trust. The effect of the three mediating variables of perceive