Determinants and Theoretical Foundations of Repurchase Intention in the Digital Marketplace: A Systematic Literature Review Using the PRISMA 2020 Framework (2021–2025)
DOI:
https://doi.org/10.38035/sijdb.v3i4.358Keywords:
Repurchase Intention, Digital Marketplace, PRISMA 2020, Consumer Behavior, Emotional MarketingAbstract
Repurchase intention is typically regarded as an essential measure of customer loyalty and competitiveness in digital markets. With ever-changing individual behavior and technological advancements, recent literature indicates that researchers lack agreement on what motivates customers to replay. In that light, the paper will conduct a systematic synthesis of the underlying determinants and theories of repurchase intention between 2021 and 2025. The study will adopt the Systematic Literature Review (SLR) research methodology, guided by the PRISMA 2020 guidelines, to ensure transparency and replicability. Identifying the materials involved in the synthesis involved four key phases: identification, screening, eligibility, and inclusion. Peer-reviewed articles within the last five years were retrieved from the Scopus database. Narrative synthesis was then conducted among the eligible papers, combining both quantitative and qualitative results to highlight recurring theories and constructs within the field. The analysis indicates that PLS-SEM is the most widely used technique in the field. From a theoretical standpoint, CAT, TPB, and S-O-R models dominate. Trust, satisfaction, perceived usefulness, and service quality stood out as the main constructs that drive repurchase intention, while anger and sadness inhibited re-purchases. Though the studies consider multiple geographical regions, including the US, China, India and Vietnam, among others, few cross-cultural and demographic studies exist. Repurchase intention is, therefore, a result of the interaction between cognitive, emotional, and relational factors. Further research needs to employ advanced analytics, machine learning, QCA, and biometric sentiment analysis to explore emotion- and situational-moderating factors. It is up to marketers to provide customers with emotionally engaging, trustworthy digital platforms where relationships can be developed and sustained. This review is among the first to synthesize evidence on repurchase intention research from 2021 using the PRISMA 2020 framework.
References
Adler, S. J., Sharma, P. N., & Radomir, L. (2023). Toward open science in PLS-SEM: Assessing the state of the art and future perspectives. Journal of Business Research, 169, 114291. https://doi.org/10.1016/j.jbusres.2023.114291
Agnihotri, R., & Gabler, C. B. (2024). Pursuing competitive advantages in the interactive digital marketplace and resource-advantage (R-A) theory of competition: A research agenda. Journal of Marketing Management, 40(13–14), 1155–1173. https://doi.org/10.1080/0267257X.2024.2419656
Ahn, J., & Kwon, J. (2022). The role of trait and emotion in cruise customers’ impulsive buying behavior: An empirical study. Journal of Strategic Marketing, 30(3), 320–333. https://doi.org/10.1080/0965254X.2020.1810743
Alotaibi, N., Wilson, C. B., & Traynor, M. (2025). Enhancing digital readiness and capability in healthcare: A systematic review of interventions, barriers, and facilitators. BMC Health Services Research, 25(1), 500. https://doi.org/10.1186/s12913-025-12663-3
Ameen, N., Hosany, S., & Taheri, B. (n.d.). Generation Z’s psychology and new‐age technologies: Implications for future research. https://doi.org/10.1002/mar.21868
Anas, M., Fatah Uddin, S. M., Khan, M. N., Faisal, M. N., & Rana, N. P. (2025). A Cognitive-Dissonance Theory Perspective in Understanding Online Shopping Journey. Journal of Computer Information Systems, 65(2), 232–248. https://doi.org/10.1080/08874417.2023.2281626
Bakır, M., Atalık, Ö., & Itani, N. (2025). Service quality and repurchase intentions in the airline industry: A multiple mediation analysis through customer citizenship behaviour. Current Issues in Tourism, 28(24), 4025–4046. https://doi.org/10.1080/13683500.2024.2410935
Bakr, A. A. M., Ali, E. R., Aljurayyad, S. S., Fathy, E. A., & Fouad, A. M. (2025). From Authenticity to Sustainability: The Role of Authentic Cultural and Consumer Knowledge in Shaping Green Consumerism and Behavioral Intention to Gastronomy in Heritage Restaurants in Hail, Saudi Arabia. Sustainability, 17(8), 3530. https://doi.org/10.3390/su17083530
Bandara, R., Fernando, M., & Akter, S. (2020). Managing consumer privacy concerns and defensive behaviours in the digital marketplace. European Journal of Marketing, 55(1), 219–246. https://doi.org/10.1108/EJM-06-2019-0515
Baquero, A. (2025). Exploring the Relationship Between Customer Experience, Revisit Intention, Customer Value and Engagement in the Hotel Industry. International Journal of Tourism Research, 27(5), e70109. https://doi.org/10.1002/jtr.70109
Cano, J. A., Londoño-Pineda, A., Castro, M. F., Paz, H. B., Rodas, C., & Arias, T. (2022). A Bibliometric Analysis and Systematic Review on E-Marketplaces, Open Innovation, and Sustainability. Sustainability, 14(9), 5456. https://doi.org/10.3390/su14095456
Crosta, A. D., Ceccato, I., Marchetti, D., Malva, P. L., Maiella, R., Cannito, L., Cipi, M., Mammarella, N., Palumbo, R., Verrocchio, M. C., Palumbo, R., & Domenico, A. D. (2021). Psychological factors and consumer behavior during the COVID-19 pandemic. PLOS ONE, 16(8), e0256095. https://doi.org/10.1371/journal.pone.0256095
Dens, N., & Poels, K. (2023). The rise, growth, and future of branded content in the digital media landscape. International Journal of Advertising, 42(1), 141–150. https://doi.org/10.1080/02650487.2022.2157162
Dhaliwal, A., Singh, D. P., & Paul, J. (2025). The consumer behavior of luxury goods: A review and research agenda. Journal of Strategic Marketing, 33(1), 66–92. https://doi.org/10.1080/0965254X.2020.1758198
Ding, Y., Tu, R., Xu, Y., & Park, S. K. (2022). Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology, 13, 968722. https://doi.org/10.3389/fpsyg.2022.968722
Hadi, R., Melumad, S., & Park, E. S. (n.d.). The Metaverse: A new digital frontier for consumer behavior. https://doi.org/10.1002/jcpy.1356
Hadi, R., Melumad, S., & Park, E. S. (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, 34(1), 142–166. https://doi.org/10.1002/jcpy.1356
Huang, T. (2023). Using SOR framework to explore the driving factors of older adults smartphone use behavior. Humanities and Social Sciences Communications, 10(1), 690. https://doi.org/10.1057/s41599-023-02221-9
Jamalova, M. (2024a). Cultural values and digital gap: Overview of behavioral patterns. PLOS ONE, 19(10), e0311390. https://doi.org/10.1371/journal.pone.0311390
Jamalova, M. (2024b). Cultural values and digital gap: Overview of behavioral patterns. PLOS ONE, 19(10), e0311390. https://doi.org/10.1371/journal.pone.0311390
Jr, H., & F, J. (2021). Next-generation prediction metrics for composite-based PLS-SEM. Industrial Management & Data Systems, 121(1), 5–11. https://doi.org/10.1108/IMDS-08-2020-0505
Juanim, J., Alghifari, E. S., & Setia, B. I. (2024). Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: Demographics implications. Cogent Business & Management, 11(1), 2428779. https://doi.org/10.1080/23311975.2024.2428779
Khare, T., & Kapoor, S. (2023). Behavioral biases and the rational decision-making process of financial professionals: Significant factors that determine the future of the financial market. Journal of Advances in Management Research, 21(1), 44–65. https://doi.org/10.1108/JAMR-03-2023-0086
Le, T. T., Tiwari, A. K., Behl, A., & Pereira, V. (2022). Role of perceived corporate social responsibility in the nexus of perceived cause-related marketing and repurchase intention in emerging markets. Management Decision, 60(10), 2642–2668. https://doi.org/10.1108/MD-08-2021-1122
Lee, J. (2025). How pet food selection attributes influence customer satisfaction and loyalty: Evidence from South Korea. Frontiers in Nutrition, 12. https://doi.org/10.3389/fnut.2025.1576518
Levin, I., & Mamlok, D. (2021). Culture and Society in the Digital Age. Information, 12(2), 68. https://doi.org/10.3390/info12020068
Levy, S. (2022). Brand bank attachment to loyalty in digital banking services: Mediated by psychological engagement with service platforms and moderated by platform types | International Journal of Bank Marketing | Emerald Publishing. https://doi.org/https://doi.org/10.1108/IJBM-08-2021-0383
Li, F. (2022). Sustainable Competitive Advantages via Temporary Advantages: Insights from the Competition between American and Chinese Digital Platforms in China. British Journal of Management, 33(4), 2009–2032. https://doi.org/10.1111/1467-8551.12558
Lin, G., Lin, M. S., & Song, H. (2024). An Assessment of Prospect Theory in Tourism Decision-Making Research. Journal of Travel Research, 63(2), 275–297. https://doi.org/10.1177/00472875231171673
Linh, T. T., & Huyen, N. T. T. (2025). An extension of Trust and TAM model with TPB in the adoption of digital payment: An empirical study in Vietnam. F1000Research, 14, 127. https://doi.org/10.12688/f1000research.157763.3
Liu, Y., Luo, J., & Zhang, L. (2021). The effects of mobile payment on consumer behavior. Journal of Consumer Behaviour, 20(3), 512–520. https://doi.org/10.1002/cb.1880
Magno, F., Cassia, F., & Ringle, C. M. (2024). A brief review of partial least squares structural equation modeling (PLS-SEM) use in quality management studies. The TQM Journal, 36(5), 1242–1251. https://doi.org/10.1108/TQM-06-2022-0197
Mansoor, M., & Paul, J. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research, 144, 484–496. https://doi.org/10.1016/j.jbusres.2022.02.015
Martono, A., & Ramdani, E. (2024). Faktor-faktor yang Berpengaruh pada Struktur Modal dan Kaitan dengan Teori Pecking Order & Trade-off: Systematic Literature Review. Jurnal Ekonomi Efektif, 6(3), Article 3. https://doi.org/10.32493/JEE.v6i3.40623
Matušínská, K., & Zapletalová, Š. (2022). Rational and emotional aspects of consumer behaviour. Forum Scientiae Oeconomia, 9(2), 95–110. https://doi.org/10.23762/FSO_VOL9_NO2_5
Meng, Z., & Lin, M. (2023). The Driving Factors Analysis of Live Streamers’ Characteristics and Perceived Value for Consumer Repurchase Intention on Live Streaming Platforms: Journal of Organizational and End User Computing, 35(1), 1–24. https://doi.org/10.4018/JOEUC.323187
Ngo, T. T. A., An, G. K., Dao, D. K., Nguyen, N. Q. N., Nguyen, N. Y. V., & Phong, B. H. (2025). Roles of logistics service quality in shaping generation Z customers’ repurchase intention and electronic word of mouth in E-commerce industry. PLOS ONE, 20(5), e0323962. https://doi.org/10.1371/journal.pone.0323962
Oliveira, T., Barbeitos, I., & Calado, A. (2021). The role of intrinsic and extrinsic motivations in sharing economy post-adoption. Information Technology & People, 35(1), 165–203. https://doi.org/10.1108/ITP-01-2020-0007
Pal, A., Pratap Singh, U., & Kumar, A. (2024). Investigating the Determinants of Online Shopping Repurchase Intention in Generation Z Customers in India: An Exploratory Study. Interdisciplinary Journal of Information, Knowledge, and Management, 19, 033. https://doi.org/10.28945/5389
Phan, L.-G. N., Tri, D. Q., Dang, S.-H., & Nguyen, L.-T. (2025). Hooked on Livestreaming: What Drives Customer Repurchase Intention in E-Commerce? Journal of Creative Communications, 09732586241311001. https://doi.org/10.1177/09732586241311001
Qian, J., Wang, M., Zhou, L., & Zeng, C. (2024). User adoption behavior of rural public digital culture services from a personal information world perspective: A mixed research in China. Library & Information Science Research, 46(1), 101282. https://doi.org/10.1016/j.lisr.2024.101282
Ramasamy, A. (2022). PRISMA 2020: Key Changes and Implementation Aspects. Journal of Oral and Maxillofacial Surgery, 80(5), 795–797. https://doi.org/10.1016/j.joms.2021.12.018
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors Affecting Impulse Buying Behavior of Consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080
S, B., & Chandra, B. (2023). The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis. Heliyon, 9(2). https://doi.org/10.1016/j.heliyon.2023.e13270
Sauer, P. C., & Seuring, S. (2023). How to conduct systematic literature reviews in management research: A guide in 6 steps and 14 decisions. Review of Managerial Science, 17(5), 1899–1933. https://doi.org/10.1007/s11846-023-00668-3
Shariffuddin, N. S. M., Azinuddin, M., Yahya, N. E., & Hanafiah, M. H. (2023). Navigating the tourism digital landscape: The interrelationship of online travel sites’ affordances, technology readiness, online purchase intentions, trust, and E-loyalty. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e19135
Shen, J., Najand, M., & Chen, C. (2024). The Influence of Emotions on Cross-Section Returns: Tests for Cognitive Appraisal Theory. Journal of Behavioral Finance, 25(4), 420–435. https://doi.org/10.1080/15427560.2023.2200187
Sheth, J. (2021). New areas of research in marketing strategy, consumer behavior, and marketing analytics: The future is bright. Journal of Marketing Theory and Practice, 29(1), 3–12. https://doi.org/10.1080/10696679.2020.1860679
Singh, P., Khoshaim, L., Nuwisser, B., & Alhassan, I. (2024). How Information Technology (IT) Is Shaping Consumer Behavior in the Digital Age: A Systematic Review and Future Research Directions. Sustainability, 16(4), 1556. https://doi.org/10.3390/su16041556
Tandon, U., Mittal, A., & Manohar, S. (2021). Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention. Electronic Markets, 31(4), 945–964. https://doi.org/10.1007/s12525-020-00436-1
Ting, H. L. J., Kang, X., Li, T., Wang, H., & Chu, C.-K. (2021). On the Trust and Trust Modeling for the Future Fully-Connected Digital World: A Comprehensive Study. IEEE Access, 9, 106743–106783. https://doi.org/10.1109/ACCESS.2021.3100767
Tongxi, J., Hasan, H., & Ahmad, A. (2025). Exploring the impact of social media engagement on brand image and brand love among senior tourists: The mediating role of emotional attachment and the moderating effect of digital literacy - ProQuest. https://doi.org/DOI:10.21511/im.21(3).2025.05
Tóth, Á., Suta, A., Pimentel, J., & Argoti, A. (2023). A comprehensive, semi-automated systematic literature review (SLR) design: Application to P-graph research with a focus on sustainability. Journal of Cleaner Production, 415, 137741. https://doi.org/10.1016/j.jclepro.2023.137741
Tugwell, P., & Tovey, D. (2021). PRISMA 2020. Journal of Clinical Epidemiology, 134, A5–A6. https://doi.org/10.1016/j.jclinepi.2021.04.008
Vrtana, D., & Krizanova, A. (2023). The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability, 15(18), 13337. https://doi.org/10.3390/su151813337
Wang, H., Kang, X., Li, T., Lei, Z., Chu, C.-K., & Wang, H. (2023). An Overview of Trust Standards for Communication Networks and Future Digital World. IEEE Access, 11, 42991–42998. https://doi.org/10.1109/ACCESS.2023.3270042
Wang, Z. (2025). The influence of AI on consumer behavior: Shaping choices and preferences in the digital marketplace. Systems and Soft Computing, 7, 200397. https://doi.org/10.1016/j.sasc.2025.200397
Wilkins, S., Hazzam, J., & Megicks, P. (2023). Consumers’ propensity for rollover service contracts: The influences of perceived value, convenience and trust on service loyalty. Journal of Strategic Marketing, 31(3), 516–531. https://doi.org/10.1080/0965254X.2021.1946127
Wolny, R., Kol, J., Stolecka-Makowska, A., & Szojda, G. (2025). Digital Consumer Behavior in Poland and Its Environmental Impact Within the Framework of Sustainability. Sustainability, 17(10), 4691. https://doi.org/10.3390/su17104691
Xiong, R. R., Liu, C. Z., & Choo, K.-K. R. (2025). Synthesizing Knowledge through A Data Analytics-Based Systematic Literature Review Protocol. Information Systems Frontiers, 27(1), 235–258. https://doi.org/10.1007/s10796-023-10432-3
Xue, Y., Zhang, B., Tan, C., Chen, H., Bao, G., Liu, J., Bi, Y., Li, J., & Guan, H. (2025). Decision Analysis and Benefit Evaluation of Ridesharing Behavior in Bus Lanes Based on Cumulative Prospect Theory. Sustainability, 17(5), 1991. https://doi.org/10.3390/su17051991
Zaheer, M. A., Anjum, T., D�az Tautiva, J. A., & Heidler, P. (2024). Digital Transformation of Enterprises to Enhance Sustainability: How Does the Reputation of Digital Applications Influence the Attributes of E-Commerce. Sustainability, 16(17), 7365. https://doi.org/10.3390/su16177365
Zhou, S., & Hudin, N. S. (2025). How does in-store and online shopping experiences influence repurchase intentions in Shandong, China? Roles of perceived value, brand trust, and customer satisfaction. PLOS ONE, 20(8), e0321485. https://doi.org/10.1371/journal.pone.0321485
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.644020
Zinkhan, G. M., & Braunsberger, K. (2004). The complexity of consumers’ cognitive structures and its relevance to consumer behavior. Journal of Business Research, Marketing Communications and Consumer Behavior, 57(6), 575–582. https://doi.org/10.1016/S0148-2963(02)00396-X
Zoppelletto, A., & Bullini Orlandi, L. (2022). Cultural and digital collaboration infrastructures as sustainability enhancing factors: A configurational approach. Technological Forecasting and Social Change, 179, 121645. https://doi.org/10.1016/j.techfore.2022.121645
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fadillah Fadillah, Moh. Rizan, Agung Wahyu Handaru
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the Siber International Journal of Digital Business (SIJDB) has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at Siber International Journal of Digital Business (SIJDB).
