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

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. 2011 Elsevier B.V. All rights reserved. § This work was partially supported by Strategic Research Grant at City University of Hong Kong, China (No. CityU 7002521), and the National Nature Science Foundation of China (No. 70773008). * Corresponding author at: P7722, City University of Hong Kong, Hong Kong, China. Tel.: +852 27887492; fax: +852 34420370. E-mail address: [email protected] (Y. Fang).