How Can E-Services Influence On Customers' Intentions toward Online Book Repurchasing (SEM Method and TPB Model)

Efficiency and effectiveness of e- commerce lead increasingly applying it by organizations in all aspects of transactions. To be strong and stable enough in today's competitive world, organizations need to improve their technological and communicational infrastructure. Nowadays, superior Electronic services can add high customer value and create competitive advantage for the organization. Therefore, providing electronic purchasing for consumers have become one of the key issues for organizations. The main aim of this study is to investigate attitude and intention toward electronic repurchasing of books, by effective factor of e-service quality, using the TPB model and structural equation modeling method (SEM). Samples of this survey are electronic buyers of books (through online book stores) who have used electronic services which books sellers companies offer. The results show that e-service quality strongly affects intentions and attitudes towards repurchasing.