Drivers of Cross-Cultural Repurchase Intention: A Systematic Literature Review
Keywords:
Repurchase Intention, Consumer Behavior, cross-cultural, systematic literature reviewAbstract
This study aims to conduct a Systematic Literature Review (SLR) of empirical research examining repurchase or repeat purchase intention in cross-cultural contexts using the Structural Equation Modelling (SEM) approach. The literature search was carried out through the ScienceDirect and Emerald databases, covering publications from 2020 to 2025. After applying inclusion criteria (article type, business/marketing field, and selected journals), a total of 39 articles met the final eligibility for analysis. The synthesis revealed that the most frequently employed theories were the Theory of Planned Behaviour (TPB), Expectation Confirmation Theory (ECT), Hofstede’s Cultural Dimensions, and the Stimulus–Organism–Response (S-O-R) framework. The dominant conceptual models included trust–repurchase, emotion–attitude–intention, and satisfaction–loyalty pathways, underscoring the central role of affective and trust-based mechanisms in mediating the effects of determinants on repurchase intention across cultures. Methodologically, both Covariance-Based SEM and Partial Least Squares SEM were widely applied, with PLS-SEM slightly more prevalent in exploratory studies. The review also identified research gaps in the limited integration of cross-cultural theories, insufficient model validation across cultural groups, and the geographical dominance of studies conducted in Asia and North America. Overall, this study provides theoretical and methodological insights to support the development of more inclusive models for understanding repurchase behaviour in a global context
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