Repurchase intention in B2C e‐commerce–A relationship quality perspective

Repurchase intention in B2C e‐commerce–A relationship quality perspective

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Article ID: iaor20117383
Volume: 48
Issue: 6
Start Page Number: 192
End Page Number: 200
Publication Date: Aug 2011
Journal: Information & Management
Authors: , , , , ,
Keywords: internet
Abstract:

Information systems professionals must pay attention to online customer retention. Drawing on the relationship marketing literature, we formulated and tested a model to explain B2C user repurchase intention from the perspective of relationship quality. The model was empirically tested through a survey conducted in Northern Ireland. Results showed that online relationship quality and perceived website usability positively impacted customer repurchase intention. Moreover, online relationship quality was positively influenced by perceived vendor expertise in order fulfillment, perceived vendor reputation, and perceived website usability, whereas distrust in vendor behavior negatively influenced online relationship quality. Implications of these findings are discussed.

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