Online repurchase intention among Colombian university students : a TPB-based model using structural equation modeling

E-commerce has rapidly evolved into a dominant force in Latin American markets, reshaping how young consumers engage with digital platforms. Despite this growth, empirical models explaining repurchase intention remain limited and theoretically fragmented. This study addresses this gap by applying the Theory of Planned Behavior (TPB) to examine how customer experience, satisfaction, trust, and word of mouth (WOM) influence online repurchase intention among Colombian university students-a digitally mature yet understudied segment. Using a cross-sectional survey of 283 participants and covariance-based structural equation modeling (CB-SEM), the study tests a relational model comprising eight hypotheses. Findings confirm that satisfaction is the strongest predictor of repurchase intention and acts as a key mediator between experience, trust, and WOM. Additionally, customer experience directly shapes satisfaction and WOM, and WOM enhances trust. However, trust does not directly influence repurchase intention. The study advances theoretical understanding by refining TPB in a digital Latin American context and offers actionable insights for e-retailers aiming to strengthen loyalty through experiential and socially reinforced strategies.