Objective - This study examines whether online repurchase intention among Malaysian Gen Z consumers is shaped more strongly by functional platform evaluations or emotional experience. Integrating Expectation-Confirmation Theory (ECT) and the Stimulus-Organism-Response (S-O-R) framework, the model positions site quality, perceived usefulness, and information availability as functional drivers operating through trust, while enjoyment represents the emotional driver.

Methodology/Technique - Data were collected from 200 Malaysian Gen Z consumers aged 18-30 who had previously repurchased online and were analyzed using PLS-SEM.

Findings - Site quality, perceived usefulness, and information availability were significantly associated with trust, while trust and enjoyment were significantly associated with online repurchase intention. Enjoyment was the strongest direct predictor, and significant indirect effects through trust were observed for all three functional drivers. Practically, e-commerce platforms should combine reliable information, secure and efficient transactions, and trust-building features with personalized, interactive, and enjoyable shopping experiences.

Novelty - The study contributes by distinguishing a functional-assurance pathway from an emotional-engagement pathway in an emerging-market Gen Z context.

Type of Paper - Empirical

Keywords: Online repurchase intention; hedonic-utilitarian framework; consumer behavior; structural equation modeling; Gen Z; digital platforms.

JEL Classification: D12; M31; L81

URI: https://gatrenterprise.com/GATRJournals/JMMR/vol11.3_4.html

DOI: https://doi.org/10.35609/jmmr.2026.11.3(4)

Pages 160 – 168