Assessing the technological factors behind customer repurchase intention in the e-commerce industry of Bangladesh: mediating effect of big data-driven marketing and its innovation acceptance

Abstract

This study investigates how technological factors influence customer repurchase intention in Bangladesh's e-commerce sector. Specifically, it examines the effects of Website Appearance, System Quality, AI chatbot-based Customer Service, and Search Engine Optimization, along with the mediating roles of Big Data-Driven Marketing and IT Innovation Acceptance. Using survey data from 404 e-commerce users and Structural Equation Modeling (SEM) with SmartPLS 4.0, the findings show that Website Appearance, System Quality, Big Data-Driven Marketing, and IT Innovation Acceptance positively influence repurchase intention, while AI chatbot-based customer service has a negative effect. Search Engine Optimization affects repurchase intention indirectly through the mediating variables. The study highlights the importance of website quality, personalized marketing, and innovation adoption in strengthening customer loyalty and promoting sustainable growth in Bangladesh's e-commerce industry.