Impact of E-service Quality, Augmented Reality, Security and Privacy on Repurchase Intention in M-commerce Platforms: The Moderating Role of Gender influences

Abstract

This study aims to investigate the direct impacts of e-service quality, augmented reality features, and perceived security and privacy on repurchase intention within m-commerce platforms, while concurrently examining how gender moderates these relationships. This study employed a quantitative research design utilizing regression analysis to analyze survey data collected from m-commerce users, allowing for a thorough examination of the hypothesized relationships and the moderating role of gender. The m-commerce users who had been purchasing online for more than two months made up the target population. Between May and October of 2025, 500 replies were produced using convenience sampling. Of these, 442 were deemed suitable answers, while the remaining ones were eliminated due to insufficient data. These results highlight the crucial significance of e-service quality, augmented reality, and security/privacy for both genders, while there are subtle gender-specific variations in how other factors influence their repurchase behavior. This study offers a fresh perspective on consumer behavior, specifically how gender influences these interactions, by examining how several e-service dimensions—such as customer e-service, augmented reality, security/privacy—impact repurchase intentions. This study explores gender-specific preferences, providing insightful information for companies looking to develop more focused marketing strategies and illuminating possible mechanisms that influence future purchasing decisions.