محمد پلوئی

In recent years, online shopping and, as a result, digital marketing has grown a lot and has become a part of everyday life and an integral part of people's shopping behavior. In the meantime, different parts of the traditional buying and selling process have gained new dimensions in the digital space, and one of the most important parts of the e-commerce process, which is the possibility of returning defective, wrong, or unpleasant products for the customer, is more important than ever for Internet customers.

Considering the fact that in the traditional and physical purchase process, the customer had the opportunity to check and test the desired product in the presence of the seller, and this possibility is not available in the online business, the absence of clear procedures, mechanisms and rules for the return of defective goods. A mistake or a bad thing in an online store can create a strong repulsion and a big obstacle for the online sale of that store's products and damage the country's digital economy on a large scale. Of course, with the ease of return rules in an online store, online customers' trust in online shopping will increase and will cause the growth of the e-commerce industry on a large scale. According to this important issue, this research seeks to investigate the effect of the ease of product return policies in an online store on customers repurchase intention with the moderating role of the store's reputation. This research has targeted the customers of the most prominent online store in Iran at the time of compiling this research (year ۲۰۲۲), i.e., Digikala, as a statistical sample. The proposed research model was presented using the existing literature in the field of measuring the ease of product return policy, the perceived fairness of product return services, the perceived quality of product return services, the reputation of the online store, and customers repurchase intentions. In this research, ۳۸۴ people were selected as a sample based on Morgan's table with an unlimited community of Digikala online store customers in the online space. Cluster sampling method was used to collect data. In this research, standard questionnaires have been used in previous researches.    and PLS software were used to analyze data and test hypotheses. The results of the data showed that the ease of product return rules, the perceived quality and fairness of these rules, and the reputation of the online store have an effect on the intention of customers to buy again from this store.