Information systems research continues to pay increasing attention to online customer retention. Drawing on the relationship marketing literature, this study formulates and tests a theoretical model to explain B2C ecommerce consumer repurchase intention from the perspective of relationship quality. The model was empirically tested through a large-scale survey conducted in Northern Ireland. The results show that relationship quality impacts consumer repurchase intention positively. Meanwhile, relationship quality is positively influenced by vendor expertise on order fulfillment, vendor reputation, and website usability. Vendor opportunistic behavior influences relationship quality negatively. Implications for future research and practice are also discussed.
Zhang, Yixiang; Fang, Yulin; Wei, Kwok Kee; Ramsey, Elaine; McCole, Patrick; and Chen, Huaping, "REPURCHASE BEHAVIOR IN B2C ECOMMERCE-A RELATIONSHIP QUALITY PERSPECTIVE" (2008). PACIS 2008 Proceedings. 105.