| Summary: | 碩士 === 國立高雄師範大學 === 事業經營系 === 101 === The development of Internet in recent years has facilitated the rapid growth of e-commerce and makes Internet become the most important sales channel. Because of the rapid growth of the online shopping, the online shopping will become one of the most important shopping channels despite traditional channels. Therefore, to understand the repurchase intentions of online customer becomes more and more important for online shopping sellers.
This study explored the factors that influence customers' intention to repurchase basing on the justice theory and quality of relationship perspective. A customer who has experience of online shopping was the research subject. The method employed in this study was survey, and 613 valid online questionnaires were collected. In addition, Smart PLS 2.0 was used to verify and analyze the measurement and structure models. The results of this study showed that relationship quality is influenced by customer s’ perceptions of distributive justice, procedural justice, and interactional justice. The distributive justice had the most significant impact on relationship quality and both satisfaction and commitment had significant impacts on the intention to repurchase.
Procedural justice had no significant effect on the trust and satisfaction ,and trust had no significant effect on the intention to repurchase.
Implications for theory and practice and suggestions for future research are discussed. As a consequence, they all contribute in increasing the intention to repurchase from the same customers. The outcomes of this study can be a reference for electronic commerce companies to run their business.
|
|---|
