Solo International Collaboration and Publication of Social Sciences and Humanities
E-ISSN: 2988-3512
Vol.3, No.1, 2025, pp. 153-166
DOI: https://doi.org/10.61455/sicopus.v3i01.285

Impact of E-Service Determinants on Online Repurchase
Intention of Staff of University of Maiduguri Nigeria
Saleh Audu Sani1, Mohammed Dauda2, Bintu Mustapha3
1,2,3

Department of Marketing, University of Maiduguri, Borno State, Nigeria

1

s.audusani@gmail.com,2mdauda@unimaid.edu.ng,3bintamustapha65@unimaid.edu.ng
Received November 12, 2024; Revised February 28, 2025; Accepted March 27, 2025

Abstract
Objective: This study examines the influence of reliability and ease of use on online repurchase
intention among the staff of the University of Maiduguri. Theoretical Framework: Grounded in
the Technology Acceptance Model (TAM) and Expectation-Confirmation Theory (ECT), the
study explores how these factors shape consumer repurchase behaviour. Literature Review:
Studies highlight the role of reliability and ease of use in online shopping. Reliability fosters
trust and satisfaction, increasing repurchase intentions. Ease of use enhances user experience but
has a debated impact on repurchase intention. Research in emerging markets emphasizes trust,
website functionality, and service quality as key determinants of repurchase behaviour.
However, gaps exist in understanding these factors in Nigeria’s e-commerce sector. Methods: A
quantitative approach was used, with data from 436 respondents via structured questionnaires.
Snowball sampling was employed, and analysis was conducted using SPSS. Results: Reliability
significantly influences online repurchase intention, indicating that dependable e-commerce
services encourage repeat purchases. However, ease of use and trust showed an insignificant
relationship with repurchase intention. Implications: E-commerce firms should enhance
reliability to build customer trust. While ease of use may not directly impact repurchase
decisions, a user-friendly platform is still essential. Novelty: This study provides empirical
evidence on the role of reliability and ease of use in repurchase intention in Nigeria, emphasizing
the importance of reliability in e-commerce strategies. Ensuring consistent, reliable services
strengthens customer loyalty. Future research should explore factors like personalized
experiences and post-purchase support to further understand online repurchase behaviour.
Keywords: reliability, ease of use, online repurchase intention, customer satisfaction, university
of maiduguri.

INTRODUCTION
As customers desire seamless and uninterrupted service delivery, the ability of the ecommerce website to impeccably interact with a customer, display a variety of products, and
provide reliable information plays an important role in motivating online repurchase intention
[1]. Online repurchase intention is a mental and social state of mind expressing customers’
willingness to buy a good or service from an electronic commerce website again and again.
However, customer intention to repeat purchases from a website seems to be influenced by its eservice quality.
Electronic service quality reflects the magnitude of e-commerce website assessment by
customers in terms of facilitating the display, selection, payment, ordering, delivery, and
performance experience of the purchased goods and services. Notably, electronic service quality

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has attracted enormous research interest; thus, it is paramount to take into cognizance the proxies
of electronic service quality in an electronic business environment. In line with this, Hongxiu et
al proposed nine dimensions of e-service quality, which include, reliability, responsiveness, ease
of use, trust, customer experience, website design, privacy, system availability, and empathy,
from the perspective of both e-commerce firms and customers [2]. Therefore, this study will
consider the first two dimensions (reliability and ease of use). The rationale for selecting
reliability and ease of use is to look at the e-service quality from the e-commerce website
perspective.
Reliability depicts the capability of an e-commerce website to provide pertinent, factual, and
verified information to customers and discharge their part of the contract by making delivery of
the right goods and services to the appropriate destination on time and in good form. By so
doing, the website will win customers’ trust and gain a favourable position in their minds. Ecommerce websites are reliable if they can convey sincere, unswerving, and transparent
information in dealing with customers.
Ease of use describes how customers access, retrieve, and understand information concerning
a good or service from an e-commerce website. This is because consumers often opt for a site
that is easily accessible so that they can shop without any difficulties or technicalities. In this
regard, one of the pivotal indicators of electronic service quality is the ease with which online
shoppers use the website facilities during shopping.
Notwithstanding purchasing through an e-commerce website is paramount especially to the
elite customers, since it provides convenience, ease of use, speedy services, efficiency, and 24hour service accessibility. Despite these huge advantages offered by the e-commerce website,
customers seldom repurchase from the e-commerce website. This might be related to reliability
and ease of using the website. This agrees with the problems identified [3] [4]. Feasibly these
problems might be addressed through the provision of reliable services and a user-friendly
website that is easy to use.
Several studies have examined the influence of trust, responsiveness, system availability,
responsiveness, privacy, and website design customer experience on online repurchase intention
[5], [6] [7]. However, there are limited studies that examine the influence of reliability and ease
of use on online repurchase intention. The few studies on reliability and ease of use were carried
out in diverse countries; hence the findings cannot be generalized due to technological, sociocultural and economic differences. More so, the few studies that were conducted in Nigeria give
little attention to the University staff population, this serves as motivation for this study to bridge
these gaps.
Many studies have concentrated on the E-Servqual Model and Expectation Confirmation
Model among others to underpin studies on e-service quality and online repurchase intention [8]
[9]. Yet, there is a paucity of studies that utilised the Technology Acceptance Model (TAM) and
Theory of Reason Action (TRA) to underpin the influence of reliability and use of use online
repurchase intention evidence from staff of the University of Maiduguri Nigeria. Previous
studies have utilized the Smart PLS software package to ascertain the influence of reliability and
ease of use on online repurchase intention [10] [11]. Thus, this study will utilise SPSS software
to assess the influence of reliability and ease of use on online repurchase intention. It is against
this background that this study examines the influence of reliability and ease of use on online
repurchase intention evidence from staff of the University of Maiduguri Nigeria.

LITERATURE REVIEW
Online repurchase intention is the likelihood of a customer repeating a purchase from a given
e-commerce website regularly after gaining positive experience with his initial purchase [12].
The preceding definitions claimed that online repurchase intention is often motivated by positive
service experienced by a customer in his initial purchase, and the satisfaction derived entices the
client to develop the intention of rebuying from the e-commerce website. It is against this
background that this study defines online repurchase intention as a customer’s inclination to

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regularly patronise a firm’s goods or service from an e-commerce website as a result of the
favourable experience accumulated at his initial purchase.
Understandably, before the purchase of any given goods or services online, consumers have
certain levels of expectations, and meeting or exceeding these expectations enhances customer
satisfaction, which in turn leads to repeat purchases. Owing to the global competition and the
increasing cost of new customer acquisition, the majority of e-commerce businesses are centred
on retaining and maintaining their current customers [13] [14]. However, customers can only be
retained when they purchase repeatedly from an e-commerce website. Hence, online repurchase
intention is an essential indicator of future revenue generation, profitability, and sustainability
[15].
Reliability
Reliability can be described as the capability of an e-commerce website to carry out the
pledged services rightly, unswervingly, and accurately [16]. According to Zeng et al, reliability
is the ability of a website to function productively and efficiently [17]. Furthermore, a reputable
website processes customer transactions with a comparatively quick response time [18].
Therefore, reliability exhibits the promptness, correctness, and persistent availability of online
services [19]. In addition, Zeithaml sees the reliability of the practical operational efficiency of
an online platform. Indeed, customers regard e-service quality to be higher when the purchased
goods or services are delivered at the right time and with the quality described [20].
On the other hand, when customers are unsure of accessing the online platform they might be
discouraged from purchasing from the site [21]. Li and Suomi asserted that responsiveness in
SERVQUAL is narrowly described compared to the concept of responsiveness in an online
environment [22]. Hence, prior research revealed that e-service quality and customer satisfaction
are significantly indicated by reliability [23] [24].
Ease of Use
Ighomereho et al, have portrayed ease of use as the degree to which the online platform can
be easily assimilated and perform transactions without any complications or technicalities [25].
Electronic service quality is known to have several determinants, one of which is ease of use
[26]. Furthermore, Nabila et al, hinted that when consumers seamlessly communicate with
business websites, search for and view product information, and pay for products online, they
will be excited and develop a positive attitude toward shopping online [27]. Therefore, the
fundamental facet of e-service quality that is necessary for firms to enable users to shop without
any complications is the ease of use [28].
Nowadays, people are much more concerned with weighing the consequences of their efforts
and settling on those that require the least amount of effort. However, Yazeed et al, hinted that
most customers find it difficult to understand and interact with a website interface [29]. Thus,
this difficulty may deter customers from patronizing the website in the future [30]. Nasution
defines ease of use as a user's confidence that an online website can be seamlessly operated [31].
However, when users perceive a website to be handy, there is a greater possibility for that
customer to revisit the website. Hence, ease of use provides a competitive edge for an online
platform if they can design the website in such a way that it can be easily accessible.
Empirical Review
Several studies have been conducted on the influence of reliability and ease of use on online
repurchase intention across the globe. Here are some of the reviews.
Relationship between Reliability and Online Repurchase Intention
Santoso and Aprianingsih investigated the effects of reliability, ease of use, trust, fulfilment
security and application design on customer’s intention to repeat purchases online, through the

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mediation of customer satisfaction in Indonesia [32]. 415 responses were obtained from the
distributed questionnaires. The study data were analysed using multi-linear regression and path
analysis with a traditional assumption test. This study discovered a significant relationship
between reliability, ease of use, trust, responsiveness, application design, security, and fulfilment
on customers’ intention to repeat purchases online. The study found that Go-Ride by Go-Jek
Indonesia's repurchase intention is significantly influenced by customer satisfaction.
Kalu et al assessed the influence of e-service quality's reliability dimension on customers'
intention to repurchase online from online stores (Jumia) in Port Harcourt, Nigeria [33]. Several
hypotheses and research questions were developed following the goals of the study. A
convenient sample of 200 consumers from the Port Harcourt Jumia online store was taken. The
responses of the respondents were gathered using 5-point Likert scale structured questionnaires,
whereas, Pearson’s product-moment correlation was used to test the hypothesis and analyse the
data using descriptive statistics. The finding of the study reveals that the reliability dimension of
the e-service quality significantly and positively influences their intention to repurchase from the
Jumia online store in Port Harcourt. The main weakness of this research study is that it was
limited to Jumia customers, one specific electronic vendor. Therefore, more customers of other
e-commerce platforms should be included in future research.
Ighomereho et al evaluated the impact of reliability and ease of use on the overall quality of eservices at Redeemer's University in Nigeria. The study used a cross-sectional research design
[34]. 400 online shoppers in Lagos State were given questionnaires to complete to gather
primary data. Similar to this, the data was analysed using multiple regression analysis. The study
reveals that security, fulfilment, ease of use, responsiveness, and reliability are the aspects of
electronic service quality that significantly affect overall electronic service quality.
Adefulu et al assessed the influence of reliability on customers' intentions to repurchase from
an online retail company in Lagos State, Nigeria. A cross-sectional survey research design was
used in the study. Information was obtained from 1970 participants [35]. The study participants
were chosen through the application of stratified and proportionate sampling techniques. The
information was gathered by self-administering validated questionnaires. The data analysis
involved the use of both descriptive and inferential statistics. The study shows that trust, and
reliability all have a positive and significant impact on customers' intention to repurchase online.
The study suggested that to boost customer repurchase intention, management of online retail
businesses should allocate more resources to relationship marketing strategies.
In the Nigerian airline industry, Wali and Opara assessed the impact of reliability on customer
intention to repurchase [36]. Convenience sampling was used in conjunction with basic random
sampling from the entire population to select 100 respondents for the study. Likert scale
questionnaires with structured questions were used to gather primary data. Regression analysis
and the statistical package for social sciences (SPSS) version 17.0 were used to test the
hypotheses. The study's findings show that customers' intentions to repurchase online were
influenced by reliability.
Thus, reliability is among the most vital contributing factors to e-service quality in an online
business environment [37]. Moreover, the study of Wali and Opara affirms [38] that reliability is
positively related to customer repurchase intentions of commercial airline services; more so, this
assertion conforms to the study [39]. Similarly, Saidi, Azib, Sulham, Anuar, & Saidi cited that
delay in service delivery seems to have a negative influence on customer's attitude toward
electronic service quality; [40] conversely, when customers are hoping for prompt service
delivery, it is envisaged that they will rate the service as reliable [41].
Relationship between Ease of Use and Online Repurchase Intention
The ease of use dimension is one of the factors that contribute to enhancing customers’ online
repurchase intention [42]. Similarly, this assertion was also supported by Carles and Yohanda
[43]. The ease at which customers use e-commerce platforms in purchasing greatly enhances
their perception of quality which in turn entices customers to repeat purchases [44]. Conversely,

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the study by Kahar, Wardi, & Patricia depicted that ease of use has no significant influence on
online repurchase intention [45]. Whereas, Nabila Listiana, Purmono, Fahruna, & Rosnani
stressed that the ease of using online shopping websites greatly influences customers’ intention
of repurchasing online [46].
In their 2018 study, Duy-Phuong and Dai-Trang evaluated the influence of ease of use and
responsiveness dimensions of e-service quality on online repurchase intention. Testing the
mediating effect of customer satisfaction of smartphone-based ride-hailing service in Vietnam
Using DeLone and McLean's information system success model [47]. 427 customers were
surveyed to collect data, and PLS were used to analyse the structural model and measurement.
The study found that there was a significant correlation between the dimensions of electronic
service quality and overall e-service quality. Furthermore, the study found a strong and
favourable relationship between repurchase intention and electronic service quality.
Tandon, Kiran, & Sah investigated the impact of e-service quality dimensions (ease of use,
navigation, security and privacy, ease of understanding, information usefulness, ease of ordering,
website design and customization) on online repurchase intention in the northern states of India,
with a focus on the mediating role of customer satisfaction [48].
Two thousand self-administered questionnaires were distributed in total. On the other hand,
410 complete questionnaire copies were dully returned for analysis. Structural equation
modelling (SEM) was employed in the data analysis process using AMOS version 2.0. The
results of the analysis showed that the proxies of e-service quality, such as ease of use,
navigation, information usefulness, website design, comprehension, security and privacy, ease of
ordering, and customization, have a positive impact on customer satisfaction and online
repurchase intention. However, the current study's limitations are a result of scheduling and
geographic restrictions. Future investigations may build on this work in several ways.
A study on the impact of reliability on online repurchase intention through the mediating role
of customer satisfaction in Solo City was carried out by Rohwiyati and Praptiestrini [49]. The
source of data used in the study was gathered through the use of structured questionnaires. Using
the purposive sampling technique, 100 respondents were selected. Path analysis was used to
analyse the hypotheses. The study's findings indicate that reliability has a favourable and
substantial impact on the intention to make another online purchase.
Ighomereho, Ojo, Omoyele, & Olabode evaluated the impact of ease of use on the overall
quality of e-services at Redeemer's University in Nigeria [50]. The study used a cross-sectional
research design. 400 online shoppers in Lagos State were given questionnaires to complete to
gather primary data. Similar to this, the data was analysed using multiple regression analysis.
The study reveals that ease of use is the aspect of electronic service quality that significantly
affects overall electronic service quality.
Jayathilak researched the relationship between ease of use and online repurchase intention in
Sri Lanka [51]. Testing the mediating role of electronic satisfaction as a mediator variable.
Structured questionnaires were utilized to gather data from a representative sample of the
population. SPSS software was used to analyse the data. The results show that repurchase
intention is significantly influenced by ease of use.
Nabila et al evaluated the impact of ease of use on online repurchase intention through the
mediation of electronic satisfaction of online Shopee customers
[52].
In
Indonesia, 288
respondents completed questionnaires that were used to gather data. Similarly, AMOS 24
software and structural equation modelling (SEM) were used to analyse the data. The study's
findings indicate that consumer' inclinations to make additional purchases of Shopee products
and services can be influenced by their ease of use. The intention to make additional purchases
on the Shopee website is positively and significantly influenced by trust factors.

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Hypotheses Development and Conceptual Model for the Study
Hypotheses for this study were developed based on the objectives of this study, which is to
enable the researcher to provide answers to the research questions and proper solutions to the
research problem.
Ho1. There is no significant relationship between reliability and online repurchase intention.
Ho2. There is no significant relationship between ease of use and online repurchase intention.
Conceptual Model for the Study
This study proposes a model based on the Technology Acceptance Model and Theory of
Reason Action (TRA). The conceptual model depicts the direct relationship between the
independent
variables
(reliability
and
ease
of
use)
and
the dependent variable (online repurchase intention).

Website Reliability

Online Repurchase Intention
Website Ease of use

Figure 1. Conceptual Model. Source: Developed for the study

Underpinning Theories
This study considers the Technology Acceptance Model (TAM) and Theory of Reasoned
Action (TRA) as the underpinning theories.

Theory of Reason Action
The theory of reasoned action (TRA) was proposed by Fishbein and Ajzen and was later
developed [53]. The basic premise for this theory is to understand how and why attitude affects
behaviour, among other things [54]. This theory unveils the relationships between attitude,
intentions and behaviour and how they affect consumers’ decisions [55]. TRA predicts
behavioural intention based on two major factors; the individuals’ attitude (personal factors) and
subjective norms (social factors). The importance attached to the attitudinal and normative
factors in determining intentions differs depending on the behaviour, situation and individual
differences of the actor [56]. The theory of reasoned action stands on the assumption that human
beings make rational decisions based on the available information open to them, and the best
determinant of such individual behaviour is the intent which explains the readiness to perform
the given behaviour [57].
Eid supported the TRA model and applied this to purchase decisions by viewing the quality of
information provided by an online retailer on the website to have a great influence on the
intention to purchase which is predicted to increase online satisfaction and consequently affect
repurchase intention [58]. Similarly, TRA has not only been suggested to predict consumer
intention and behaviour but is also effective in recognizing where and how to target customer
change behaviour [59].

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Unified Tertiary Acceptance and Use of Technology (UTAUT) Model
The UTAUT model was propounded by Venkatesh and Davis to explain a complete picture of
the acceptance process and use of new technology especially to aid in facilitating the electronic
way of doing business and other social activities. The UTAUT is one of the most popular
frameworks in the field of general technology acceptance models [60]. Like earlier acceptance
models, it aims to explain user intentions to use an IS and further the usage behaviour. This
unified model was created based on the conceptual and empirical similarities across these eight
models. The theory holds that four key constructs (performance expectancy, effort expectancy,
social influence, and facilitating conditions) are direct determinants of usage intention and
behaviour [61]. The UTAUT model was chosen as the base theoretical model for this study
because of its comprehensiveness and high explanatory power in comparison to other technology
acceptance and use models. UTAUT model was adopted to determine and explain the influence
of e-service quality dimension (reliability and ease of use) on online repurchase intention
evidence from staff of the University of Maiduguri, of e-government services.

METHODOLOGY
This study focused on the staff of the University of Maiduguri as the research population. The
total number of staff in the university was 6,798, from which a sample size of 436 participants
was determined using Taro Yamane’s formula for sample size determination. Data were
collected from the respondents through the administration of structured questionnaires
specifically designed to align with the study objectives.
To ensure effective access to the targeted respondents, the study adopted the snowball
sampling technique, where participants were selected sequentially through referrals from other
members within the study population. This method facilitated reaching the required categories of
staff with the necessary knowledge and experience to answer the research questions, thereby
enhancing the quality of the collected data.
For data analysis, descriptive statistics were employed to provide a comprehensive summary
of the collected data, helping to understand the overall distribution of the studied variables.
Furthermore, the research hypotheses were tested using the Statistical Package for Social
Sciences (SPSS), a widely used statistical software that offers advanced tools for examining
relationships between variables and conducting accurate and objective quantitative data analysis.
The study adopted a descriptive research design, where data were collected from respondents
on a cross-sectional basis, meaning that information was gathered at a single point in time
without tracking changes over different periods. The descriptive design is an effective approach
for studies that aim to explore phenomena and understand their nature without influencing the
factors affecting them. This design helped provide clear insights into the research topic, allowing
researchers to analyze data systematically and draw conclusions based on reliable statistical
evidence.
As a result, the study was able to present a comprehensive analysis based on accurate data,
enhancing the reliability of the findings and contributing to the formulation of actionable
recommendations derived from the studied sample.

RESULTS AND DISCUSSION
Data Presentation. Demographic Characteristics of the Respondents
Table 1 below shows the demographic information of the respondents of the study. The table
indicates that 226 (57.7%) of the respondents are male, while 166 (42.3%) are female
respondents. Similarly, the results showed that 132 (33.7%) of the respondents are singles and
260 (66.3%) are married. A total of 61 (15.6%) of the respondents are aged between 18 Years
and 23 Years, 230 (58.7%) are aged between 24 Years- 40 Years, 80 (20.4%) of the respondents
are aged between 41 Years – 50 Years, While 2 (5.4%) are aged between 50 Years And Above.

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The results indicated that respondents, 48 (12.2%) of the respondents have SSCE, 54 (13.8%)
have OND/NCE, 174 (44.4%) have Bachelor’s Degree, and 116 (29.6%) have postgraduate
certificates. This designates that the sample of the study is educated. Regarding Frequency of
Online Purchases, the results showed that respondents who are using Mobile App are 223
(56.9%), while those who are using Website for online purchase are 169 (43.1%). Lastly,
regarding the Frequency of Online Purchase, the results showed that 236 (60.2%) of the
respondents Frequently in Online Purchase, while 156 (39.8%) of the respondents indicated that
their Online Purchase is Non Frequent.
Table 1: Demographic Characteristics of the Respondents
Gender
Male
Female
Total
Marital Status
Single
Married
Total
Age
18 Years- 23 Years
24 Years- 40 Years
41 Years – 50 Years
50 Years And Above
Total
Qualification
SSCE
OND/NCE
Graduate
Postgraduate
Total
Online Purchase
Mobile App
Website
Total
Frequency Of Online Purchase
Frequently
Non Frequent
Total

Frequency
226
166
392

Per cent
57.7
42.3
100.0

132
260
392

33.7
66.3
100.0

61
230
80
21
392

15.6
58.7
20.4
5.4
100.0

48
54
174
116
392

12.2
13.8
44.4
29.6
100.0

223
169
392

56.9
43.1
100.0

236
156
392

60.2
39.8
100.0

Data Analyses
Regression is used to analyse the effect of the independent variables on the dependent
variable, and the coefficient of determination (R2) is the most common measure used to predict
and evaluate the predictive accuracy of a structural model. The R2 points of 0 to 1 with the
higher points are indicative of a higher level of predictive accuracy, which explains the extent to
which the variability of a factor can be caused or explained by their relationship with other
factors.
Table 2: Model Summary

Model

R

R Square Adjusted R Std. Error of the
DurbinSquare
Estimate
Watson

1
.429a
.184
.180
2.36846
a. Predictors: (Constant), Ease of Use and Reliability
b. Dependent Variable: Online Repurchase Intention
Source: Extracted from SPSS Output, 2024.

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1.779

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Table 2 reveals the summary of the model which indicated an R2 value of 0.184, this shows
that 18.4% of the variation in the online repurchase intention is been explained by the ease of use
and reliability while the remaining 81.6% is been explained by other variables outside the model.
This indicated that this model weak predictor. The R-value of 0.738 indicated 74% which is a
strong positive correlation between the dependent variable (PRF) and the set of independent
variables. The indication of adjusted R2 of 0.180 (18%) of variation in the dependent variable is
accounted for by the regression. The generalization of this model in the population was 18.4%.
Also, the Durbin Watson (1.779) was within the accepted benchmark of 1.5 – 2.5 as suggested
by Norusis [62]. The closer the Durbin Watson value to 2 the better it is, hence since (1.779) is
close to 2, the assumption of independence of error term has surely been met.
Table 3: Anova Results

Model
1

Sum of Squares

Df

Mean Square

Regression

491.706

2

245.853

Residual

2182.128

389

5.610

Total

2673.834

391

F

43.827

Sig.
.000b

a. Dependent Variable: Online Repurchase Intention
b. Predictors: (Constant), Ease of Use and Reliability
Source: Extracted from SPSS Output, 2024.
Table 4 above, revealed that the overall model is significant, looking at the significance level
of .000b which is less than the alpha value of 0.05. This shows that the model is a good fit for
the study.
Table 4: Coefficients

Model

Unstandardized

Standardized
Coefficients

t

Sig.

7.505

.000

Coefficients
B

Std. Error

Beta

(Constant)

9.309

1.240

Reliability

.354

.066

.266

5.370

.000

Ease of Use

.322

.063

.251

5.080

.000

Discussion of Findings
This section concentrates on the hypotheses testing and discussion of the results acquired
from the linear regression model with the aid of SPSS.
Influence of Reliability on Online Repurchase Intention
It is hypothesized that there is no significant relationship between reliability and online
repurchase intention among staff of the University of Maiduguri. The outcome of the analyses
indicates a positive and significant relationship between reliability and online repurchase
intention where β = 0.226, t statistics = 5.370 and P value = 0.000. Therefore, outcomes

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provided that the null hypothesis is rejected. This is supported by the findings of Tan et al, who
posit that reliability is among the most vital contributing factors of e-service quality in an online
business environment [63]. Similarly, delay in service delivery seems to depict a negative
influence on customer's attitudes toward electronic service quality. Moreover, the study of Wali
and Opara affirms that reliability is positively related to customer repurchase intentions of
commercial airline services; [64] more so, this assertion conforms to the study of Sun (2010)
[65].
The hypothesis predicted that there is no significant relationship between ease of use and
online repurchase intention among staff of the University of Maiduguri. The results indicated a
positive and significant relationship between ease of use and online repurchase intention where β
= 0.251, t statistics = 5.080 and P value = 0.000 Therefore, outcomes provided that the null
hypothesis is rejected. This finding corresponds with the study.

Recommendations
Reliability and customer experience dimensions of e-service quality were positively related to
online repurchase intention. Hence, e-commerce websites should provide 24-hour accessibility
to the website to offer instant services at the customers’ convenience and be consistent in all the
significant aspects of their dealings. This will further make the firm reliable which in turn
strengthens customers' repurchase intention. Ease of use was found to have a significant
relationship with online repurchase intention. This indicated that e-commerce firms should give
special attention to the ease of customers’ access and interaction with their website as it plays a
crucial role in encouraging online repurchase intention.

Limitations and Suggestions for Further Studies
There is a limited study that considers specific e-commerce firms and examines the influence
of their e-service quality on online repurchase intention. More so, this study covers a few out of
the several dimensions of e-service quality, there are many dimensions untouched. At the same
time, there are limited studies that examine the influence of the e-service quality dimensions on
online buying behaviour. Moreover, future studies should extend and build on his studies by
examining the influence of e-service quality on online buying behaviour using social influence
as a moderator.

CONCLUSION
Online repurchase intention is determined by the outcome of prior purchased experience
toward electronic commerce services by consumers which provides direction for future
purchases. What motivates customers to develop online repurchase intention towards a
website in the future is paramount, as it will enable the e -commerce website to understand
the level of customer satisfaction and determine the possibility of the customer’s revisit.
As purchasing via e-commerce websites is becoming topical, particularly to the elite
among consumers, it provides additional services compared to conventional stores, such as
added value services including convenience, ease of use, speedy services, efficiency, and
24-hour service accessibility. However, despite these huge advantages, it appears that the
majority of customers are not willing to repurchase from e-commerce websites. To unveil
the reason why customers are not willing to repeat purchases online as well as provide an
empirical breakthrough, this study objectively examined the relationship between e -service
quality and online repurchase intention through the mediation of customer-perceived value
among staff of the University of Maiduguri. Literature was reviewed based on the specific
objectives of the study. In pursuance of the above objectives, data were collected primarily
on cross cross-sectional basis from the study respondents using structured questionnaires
as instruments. The outcome of analysing 392 valid responses using SPSS established that
reliability and ease of use have a positive and significant relationship with online
repurchase intention.

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Solo International Collaboration and Publication of Social Sciences and Humanities
Vol.3, No.1, 2025, pp. 153-166

Acknowledgements
We would like to thank all Persons who have assisted in the course of writing this
research, including the anonymous reviewers for providing valuable input on this paper.
Author Contribution
Saleh Audu Sani: Conceptualization, Methodology, Writing–review & editing, Article
administration. Mohammed Dauda: Methodology, Writing–review & editing,
Investigation. Bintu Mustapha: Literature review, Methodology, Investigation and Editing.
Conflicts of Interest
All authors declare no conflict of interest.

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