Investigating the effect of digital competence on repurchase intention with the mediating role of brand identity

Introduction: The accelerated pace of technological transformation has fundamentally altered consumption patterns and lifestyle behaviours, marking a significant shift towards online platforms for product selection and purchase. This transition necessitates a re-evaluation of traditional marketing concepts and the mechanisms for creating customer value. In this emerging landscape, e-commerce has become a central axis of economic exchange, where success is contingent upon a deep understanding of consumer behaviour determinants and the development of strategic organizational capabilities. Within this digital ecosystem, online retail platforms increasingly leverage brand-centric strategies to attract, retain, and foster customer loyalty. From a theoretical standpoint, the Resource-Based View (RBV) underscores that achieving sustainable competitive advantage requires possessing and combining valuable, rare, inimitable, and organized resources. In the contemporary digital economy, Digital Competency has emerged as one of the most vital organizational resources. This dynamic, multi-dimensional capability enables organizations to utilize digital technologies for value creation, operational improvement, and stakeholder engagement. This study conceptualizes digital competency through four key dimensions: digital infrastructure capability, electronic word-of-mouth (eWOM) management, digital marketing competency, and skilled workforce capability. Concurrently, Brand Identity, defined as the distinctive set of visual and perceptual elements that represent a brand's core promise and values, is acknowledged as a pivotal element in shaping effective brand strategy and influencing consumer purchase decisions. In Iran's digital market, Digikala stands as a dominant player in online retail, representing a prime example of a successful digital brand. Despite considerable research on factors like trust and service quality in Iranian e-commerce, a comprehensive investigation examining the relationships between the multifaceted dimensions of digital competency, brand identity, and repurchase intention remains absent. Therefore, this research aims to fill this gap by developing and testing an integrated model to investigate the effect of digital competency dimensions on customer repurchase intention, with brand identity serving as a mediating variable, specifically within the context of Digikala.

Methodology: This study is applied in purpose and descriptive-survey in terms of data collection, following a correlational design. The statistical population comprised all active customers of the Digikala website. Using Cochran's formula, a minimum sample size of 384 was estimated. To enhance the generalizability of results, the data collection instrument—a standard questionnaire based on a five-point Likert scale—was distributed online via the Porsline platform and social media channels to Digikala customers. The collected data were analyzed using SPSS (version 26) and AMOS (version 24) software. The reliability of the questionnaire was confirmed by calculating Cronbach's alpha, with all constructs exceeding the acceptable threshold of 0.7. Content validity was established through expert reviews by faculty members in management, and construct validity was assessed and confirmed using Confirmatory Factor Analysis (CFA). Key model fit indices, including χ²/df, RMSEA, CFI, TLI, and GFI, were evaluated to ensure the measurement model's appropriateness. Finally, Structural Equation Modeling (SEM) was employed to test the research hypotheses and the proposed conceptual model.

Discussion and Results: The analysis of data from 384 respondents provided robust support for all six research hypotheses. The findings revealed that all four dimensions of digital competency have a positive and significant effect on strengthening brand identity. Specifically, Digital Marketing Competency (β = 0.546) and Digital Infrastructure Capability (β = 0.246) demonstrated the strongest path coefficients, highlighting their paramount importance in shaping a robust brand identity. Electronic Word-of-Mouth (eWOM) (β = 0.418) and Skilled Workforce Capability (β = 0.294) also showed significant positive impacts. Furthermore, the results confirmed that a strong Brand Identity directly and positively influences Repurchase Intention (β = 0.291). The most significant contribution of this research is the confirmation of the full mediating role of brand identity in the relationship between digital competency and repurchase intention. The indirect effect was calculated at 0.705, indicating that the predominant influence of digital capabilities on final repurchase behaviour is channeled through the mechanism of building and reinforcing a distinctive, credible, and attractive brand identity. These results align strongly with the Resource-Based View, positioning the integrated bundle of digital competencies as strategic, inimitable assets that can be leveraged to create a sustainable competitive advantage in the digital marketplace. For Digikala, factors such as comprehensive product information, timely delivery, transparency in user reviews, and effective customer service are practical manifestations of these competencies, collectively contributing to a powerful brand identity that fosters customer retention and repeat purchase intentions.

Conclusion: This study offers significant theoretical and practical implications. Theoretically, it extends the RBV framework into the digital commerce domain by empirically validating how a specific set of digital resources and capabilities translate into a competitive market outcome (repurchase intention) through the critical mediating construct of brand identity. It provides an integrated model that clarifies the pathways from operational digital strengths to perceptual brand equity and, ultimately, to behavioural loyalty. Practically, the findings offer actionable insights for managers and strategists, particularly in competitive e-commerce environments like Iran. The research underscores that investments in digital technology must be strategically aligned with brand-building objectives. Simply possessing advanced digital infrastructure or marketing tools is insufficient; these competencies must be cohesively managed to craft and communicate a consistent, reliable, and appealing brand identity that resonates emotionally with consumers. Managers should prioritize developing a skilled workforce adept in digital tools and focus on actively managing eWOM and digital marketing campaigns to shape positive brand perceptions. For platforms like Digikala, maintaining and enhancing the customer experience at every digital touchpoint is essential for reinforcing the brand identity that ultimately drives repurchase decisions. In conclusion, this research illuminates the critical role of brand identity as the essential conduit through which digital competencies are transformed into sustainable customer loyalty in the dynamic and competitive landscape of digital commerce.