Research on Online Consumer Repurchasing Behavior from Relationship Perspective

Web sites want to improve their competition power and realize long-term profit, it is not enough to make their consumers purchase only once. The most important is how to let the online consumers continue to purchase (repurchase). But most literatures focus on online consumers purchasing behavior. This study emphasizes on repurchasing behavior of online consumers from relationship perspective. Research variables involve website quality, repurchase intention and relationship variables. The research method is structure equation modeling (SEM) by SPSS 15.0 and LISREL 8.70. The empirical analysis results show that perceived website quality, overall satisfaction, ongoing trust and commitment all have significant effects on repurchasing intention. This study also analyzes relationships between perceived website quality, overall satisfaction, ongoing trust and commitment.