The effect of perceived equity and percived value on online purchase intention in amazon: A case of Iraqi customers

The goal of this thesis is to show how perceived value and equity affect repurchase intention, while researching the impact of customer equity customer repurchase intention. This research is specifically targeted at the AMAZON online shopping store. Questionnaires have been sent to Iraqi respondents in Nasiriyah city in Iraq (population of about 400 thousand) using stratified random sampling the researcher chose this city because there are no such related studies about this city in the concept of online shopping. Reliability, factor, and linear regression have been used to meet the thesis's aims and increase its accuracy. As a consequence, an online survey was employed to guarantee that all potential respondents had access to the internet, increasing the chances of reaching the intended audience. The findings of this thesis revealed that perceived equity through its three dimensions and perceived value had a positive and substantial influence on online repurchase intention.