Repurchase intention in B2C e-commerce-A relationship quality perspective

Authors:
Yixiang Zhang;Yulin Fang;Kwok-Kee Wei;Elaine Ramsey;Patrick McCole;Huaping Chen
Affiliations:
School of Management and Economics, Beijing Institute of Technology, Beijing, PR China and Center for Energy & Environmental Policy Research, Beijing Institute of Technology, Beijing, PR China;Department of Information Systems, City University of Hong Kong, Hong Kong, China;Department of Information Systems, City University of Hong Kong, Hong Kong, China;School of Business, Retail and Financial Services, University of Ulster, Northern Ireland, UK;Queen's University Management School, Queen's University Belfast, Northern Ireland, UK;School of Computer Science and Technology, University of Science and Technology of China, Hefei, PR China
Venue:
Information and Management
Year:
2011

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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.