Publication Details and Core Focus
The peer-reviewed article titled Analysis of repurchase intention in online channels among the Centennial generation: The impact of satisfaction, website reputation, and word of mouth (WOM) appears in the journal Social Sciences & Humanities Open. It carries the DOI 10.1016/j.ssaho.2026.103118 and is authored by Marelby Amado Mateus, Germán Mauricio Rojas Sánchez, and Alfredo Guzmán Rincón. The full text is available at https://www.sciencedirect.com/science/article/pii/S2590291126006832.
The study examines how website reputation influences repurchase intention among members of the Centennial generation, also known as Generation Z, through the mediating roles of customer satisfaction and electronic word of mouth. Researchers collected data from young consumers, primarily in Colombia, to test relationships grounded in established consumer behavior frameworks.
Defining Key Concepts in the Research
The Centennial generation comprises individuals born roughly between 1997 and 2012, according to multiple demographic sources including Pew Research Center and generational analysis organizations. These consumers grew up with widespread internet access, smartphones, and social media, shaping distinctive online shopping patterns compared with earlier cohorts.
Repurchase intention refers to a consumer's planned or likely return to the same online channel or retailer for future purchases. Website reputation encompasses perceptions of trustworthiness, quality, and reliability based on design, security features, reviews, and brand signals. Satisfaction measures the degree to which prior experiences meet or exceed expectations. Word of mouth, often electronic in this context, involves sharing opinions, recommendations, or complaints via social platforms, review sites, or messaging apps.
The authors apply mediation analysis to show that satisfaction and WOM positively transmit the effects of website reputation onto repurchase intention. This pathway suggests that a strong online presence alone does not guarantee repeat business unless it also generates positive post-purchase feelings and encourages sharing.
Background on Online Consumer Behavior Among Young Adults
E-commerce has expanded rapidly worldwide, with younger demographics driving much of the growth in categories such as fashion, electronics, and digital services. Centennial consumers frequently compare prices across platforms, read peer reviews before buying, and expect seamless mobile experiences. Studies of similar age groups in Latin America highlight the importance of trust signals and social proof in markets where formal consumer protections may vary.
Related work by the same lead authors on Colombian university students applies the Theory of Planned Behavior to explore customer experience, satisfaction, trust, and repurchase. These investigations consistently find that electronic WOM exerts a positive and statistically significant influence on repurchase decisions.
Methodology and Data Collection Approach
The research employs quantitative methods typical of marketing and consumer studies. Participants were screened to ensure they belonged to the target generational cohort and had recent online purchasing experience. Structural equation modeling or regression-based mediation techniques allowed the team to isolate direct and indirect effects while controlling for demographic variables.
Although the full instrument and sample size details reside in the published version, the design aligns with standards in Social Sciences & Humanities Open, which emphasizes rigorous peer review of empirical work in open-access format.
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Principal Findings on Mediation Pathways
Results indicate that website reputation exerts a positive indirect effect on repurchase intention, channeled through elevated satisfaction levels and favorable WOM. In practical terms, consumers who perceive a site as reputable report higher satisfaction, which in turn increases the likelihood they will recommend the platform and return for additional purchases.
The mediation is described as positive and significant, underscoring that reputation-building investments pay dividends primarily when they translate into satisfying experiences that customers then discuss publicly. Direct effects of reputation may exist but appear weaker once the mediators are accounted for.
Implications for Marketing Education and Research Training
Business schools and marketing departments can incorporate these findings into courses on digital consumer behavior, e-commerce strategy, and research methods. Graduate students and early-career researchers gain concrete examples of how to operationalize constructs such as satisfaction and electronic WOM in survey instruments and statistical models.
The Colombian context also offers comparative value for scholars examining emerging markets, where digital infrastructure and consumer protection frameworks continue to evolve. Faculty seeking to update curricula on generational marketing will find timely evidence here.
Relevance to Broader Academic and Industry Stakeholders
University administrators overseeing research centers or industry partnerships may note opportunities to connect consumer behavior studies with local e-commerce firms. The emphasis on mediation highlights the value of longitudinal or experimental follow-up studies that track how reputation interventions affect actual repeat purchase rates over time.
PhD candidates in marketing, information systems, or behavioral economics can build upon the framework by testing additional moderators such as product category, cultural dimensions, or platform type. The open-access nature of the journal facilitates wide dissemination and citation.
Challenges and Limitations Identified in Similar Research
Cross-sectional designs common in this field limit causal claims. Self-reported repurchase intention serves as a proxy rather than observed behavior. Cultural specificity to Colombian samples invites replication in other regions to assess generalizability.
Future work could integrate behavioral data from transaction logs or eye-tracking to complement survey measures. The rapid evolution of social commerce features on platforms such as Instagram and TikTok also warrants updated models that account for influencer-driven WOM.
Photo by Louis Hansel on Unsplash
Future Research Directions and Practical Takeaways
Scholars are encouraged to explore longitudinal designs, cross-cultural comparisons, and the role of emerging technologies such as artificial intelligence-driven personalization. Industry practitioners can prioritize reputation management through transparent policies, responsive customer service, and encouragement of authentic reviews.
Actionable steps for retailers include regular reputation audits, post-purchase satisfaction surveys, and incentives for sharing positive experiences. Educators can design student projects that apply the mediation model to local online retailers.
Accessing the Full Study and Related Resources
Readers can access the complete article directly through the ScienceDirect platform using the provided link. The DOI ensures permanent citability. Additional context appears in related publications by the author team on ResearchGate and institutional profiles.