Research Of Relationship Commitment To Online Store Based On Relationship Stages

Internet Technology which spreads increasingly provides a new marketing channel for many traditional firms, and also offers business opportunity for individuals. How to develop and maintain a good relationship with customers according to different stages of relationship process is a key strategy to acquire competitive advantage for most sellers. It is important to base on relative marketing theory to achieve these goals.However, research on the Internet context is still in its infancy, and there is few research on Relationship Commitment which is one of the most critical variables in the Relationship Marketing field. Therefore, the research of Relationship Commitment in the Internet context is extraordinary essential and meaningful.In this paper, we propose a model of multi-dimensional Relationship Commitment between customers and the sellers from the websites based on the exiting literatures. Based on the Social Exchange Theory, we propose antecedents of affective commitment and continuance commitment. We also examine difference of the relationships between the multi-dimensional Relationship Commitment and related variables in the two important relationship stages in the relationship life cycle. Therefore, this study is carried out by two parts of work.Firstly, we transfer the traditional multi-dimensional Relationship Commitment to the relationship between customers and the sellers from the websites, and explore the important antecedents separately. We validate the model by customer survey and data analysis.Secondly, we explore the variety of the multi-dimensional relationship commitment and relative variables in the two relationship stages. We apply the existing theory of the division of relationship stages, then choose the two deeply relationship stages as the moderator variables to test the effect on relative variables..