Perceived value, transaction cost, and repurchase-intention in online shopping:relational exchange perspective

a r t i c l e i n f o This study proposes a framework to understand the impacts of both value-related and transaction cost-related factors on repurchase intention from online shoppers' perspective. In particular, this study defines the construct of cost as a three-component conceptualization (i.e., information searching cost, moral hazard cost, and specific asset investment). Based upon empirical evidence on a survey of 887 online shoppers , this study shows that consumers' perceived value and each cost component are positively related to repurchase intention. Importantly, information searching cost exerts the most significant influence on repurchase intentions among the four relational factors. The result suggests that providing sufficient cues to reduce consumers' information searching cost is the core element of repurchase intention formation. This article closes with theoretical and practical implications. Over the past decade, companies reach customers across the web in many ways. Yet, they often face a basic challenge about how to acquire and retain customers, especially those focused on business-to-In much of repurchase intention research, scholars often consider how transactional benefits (e.g., interface quality, effective web design, satisfaction, and lower price) affect repurchase intention Although online stores try to provide lots of advantages to attract customers, most of them are losing money. The reason may be that superior product quality and reasonable prices may be not able to retain customers because competitors can easily imitate. Some satisfied customers still defect due to other psychological Those transactional benefit factors only partially explain the cause of repurchase intention, and others remain to be a large space to explore. Therefore, it is crucial to find out what constitutes consumers' repurchase evaluation As Bansal, Irving, and Taylor (2004) argue, there is a need to look beyond those transactional-type factors, and to include relationship factors in understanding consumers' repurchase intentions. Some scholars explore what influences online shoppers' evaluation about repurchase from an e-store. The relational factors are on the basis of two theoretical perspectives: perceived value and the transaction cost economics (TCE). Although the importance of value on behavioral intention is meaningful in previous studies research for examining the value–repurchase intention linkage in the context of online shopping is scarce. Additionally, while prior studies emphasize the impact of cost on online shoppers' repurchase intentions and conceptualize the different types of switching cost, scholars often measure them as a unidimensional construct (Jones, Mothersbaugh, & Beatty, 2002). As Burnham, Frels, and Mahajan …