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

Yixiang Zhang, Yulin Fang, Kwok-Kee Wee, Elaine Ramsey, Patrick McCole, Huaping Chen

Research output: Contribution to journalArticlepeer-review

254 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)192-200
JournalInformation and Management
Issue number6
Publication statusPublished (in print/issue) - Aug 2011


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