Studying Effect of Site Quality on Online Repurchase Intention through Satisfaction, Trust and Commitment of Customer

In the current era, such changes have occurred in the service sector which it has never experienced throughout its history. These changes have impact either on industry structure or competition nature. So, this study aims to Study effect of site quality on online repurchase intention through satisfaction, trust and commitment of customer. This research is survey research, in terms of methodology, it is casual and in terms of purpose, it is applied research. Statistical population in this study includes students of Arak Azad University who have online shopping record. 279 samples were chosen using convenience sapling method. To collect data, questionnaire has been employed. Data analysis has been done exploiting structural equations method and LISREL software and results obtained from structural equations showed that site quality has had a positive impact on satisfaction, trust and commitment of customer. Also, results showed that variables of satisfaction, trust and commitment of customer have a positive impact on customers‟ online repurchase intention. Customers‟ trust and satisfaction also have a positive impact on customers‟ commitment. Eventually, it was found that customer satisfaction has a positive impact on customer trust.