The effect of customer experience and brand satisfaction on repurchase intention in online retail sales through the moderating role of brand co-creation (Case study: DigiKala Company)

The present study was conducted with the aim of determining the effect of customer experience and satisfaction with the brand on the intention to repurchase in online retail sales through the moderating role of brand co-creation in Digi kala store. The current research is applied research in terms of its purpose and descriptive-survey in terms of its method and nature. Research data collection methods are divided into two categories: library and field. After setting the goals and research questions, a questionnaire consisting of 4 main dimensions and 22 questions was prepared and organized and distributed among the statistical population. The statistical population of this research includes Digi kala store customers and 330 sample people were selected to distribute the questionnaire. The sampling method in this research was the cluster sampling method. Content validity and confirmatory factor analysis were used to check the validity of the questionnaire. Cronbach's alpha coefficient was used to calculate the reliability and the reliability of the questionnaire was evaluated as very good. The structural equation modeling technique was used to analyze the collected data and to determine the relationships between the variables. Also, the analysis of the obtained data has been done using SPSS and LISREL statistical software. Based on the results of the research, it was found that brand co-creation moderates the relationship between customer experience and brand satisfaction on repurchase intention. Also, in the investigation of the sub-hypotheses of the research, it was found that the experience and satisfaction of customers with the brand has an effect on the intention to buy again and co-creation of the brand.