Satisfaction, website reputation, and word of mouth (WOM) are widely recognised as key drivers of consumer behaviour in digital commerce; however, their combined effects on repurchase intention remain underexplored, particularly among young consumers in emerging markets. This study addresses this gap by examining the direct and mediated relationships among these constructs in the context of Centennial consumers in Colombia. Using a quantitative approach and structural equation modelling (SEM), data were collected from 283 respondents. The findings reveal a mediated mechanism through which satisfaction and website reputation jointly influence repurchase intention, highlighting satisfaction as a central driver of both WOM and repeat purchase behaviour, while website reputation exerts only indirect effects. Overall, the results suggest that digital loyalty among Centennial consumers is primarily shaped by experiential and socially mediated cues, rather than by institutional signals alone.
