PARALLEL MEDIATION OF WEB DESIGN AND E- SATISFACTION ON THE RELATIONSHIP BETWEEN E-SERVICE QUALITY AND REPURCHASE INTENTION FOR ONLINE MUSIC PLATFORMS

Abstract

In the context of online music platforms in Iraq, this study explores the concurrent mediation effect of web design and e-satisfaction on the relationship between e-service quality and repurchase intention. A parallel mediation model is used to analyze the data set. Literature indicates that e-service quality significantly affects e-satisfaction, and that was proven to affect repurchase intention. Moreover, web design and e-satisfaction both mediate the relationship between the quality of e service and the likelihood that a user will make another purchase. Our results imply that to boost customer repurchase intention, online music platforms in Iraq and the wider Middle East should pay attention to the quality of their e-services, web design, and e-satisfaction consistent with the previous studies. This study adds to the body of knowledge by examining a previously unresearched parallel mediation effect of web design and e-satisfaction on the link between e-service quality and repurchase intention in the Iraqi environment. Results may provide insight for the rest of the Middle East countries where global platforms compete with the local platform in order to increase their market shares.