The purpose of this study was to explain the cognitive factors affecting the repetition of e-shopping in e-commerce. Therefore, considering the online store of DigiKala, this issue has been studied. In this study, using ladder theories (cognitive factors) and decision theory based on emotions (effective factors), the factors affecting the repetition of e-shopping have been investigated. For this purpose, the users of DigiKala website were selected as the research community. Using the infinite population sampling formula, the sample size was 384 people. The tool used in this research is a questionnaire. After data collection, data were analyzed using SPSS-PLS software. Path analysis methods and structural equations were used to test the research hypotheses. According to the results, the variables of motivation, pleasure, product quality and service quality have a significant effect on repetition of purchases directly and also with the mediating role of perceived value. The perceived risk variable had neither a direct nor an indirect effect on the repetition of the purchase.