An Empirical Study Of The Impact Of Customer Relationship Quality On Repurchase Intention In Online Shopping Context

Over the past twenty years, the popularity of the Internet has promoted onlineshopping in e-commerce area to develop so quickly. With the switching costs andsearch costs are greatly reduced in network environment, the cost of retaining existingcustomers is much lower than obtaining new customers, so the importance of customerrentention and continuous purchase has begun to be taken seriously. Meanwhile, theproduct and service selling through the online platform are various, and whether theimpact of different product types on customers’ continuous purchase isn’t the same?Which kind of products has the largest degree of influence to the process?Based on the needs of reality, the study takes online shopping consumers asresearch object, draws lessons from the existing domestic and foreign research results,and discusses the influencing mechanism between customer relationship quality andrepurchase intention from the perspective of perceived risk. On the basis, to someproducts and services purchasing most often and having rapid development online, thestudy divide these products and services into three types according to SECclassification framework, including search products, experience products and trustproducts, and it also discusses whether the influential effect of product types indifferent groups has significant differences. The study collects data from250onlinecustomers having at least once online shopping experience, on the basis of usingstatistical analysis software SPSS16.0and AMOS18to test hypothesis in the proposedmodel, it also takes product types as moderating variable to have multi-group analysis.The hypothesis testing results show that: customer satisfaction in customerrelationship quality has significant positive effect on repurchase intention, and hassignificant negative effect on perceived risk; trust in customer relationship quality hassignificant positive effect on repurchase intention, but has no significant effect onperceived risk; perceived risk has significant negative effect on repurchase intention,and the role of perceived risk as a mediating variable is significant in the effect ofcustomer satisfaction on repurchase intention, but is not significant in the effect oftrust on repurchase intention; customer satisfaction has the most significant effect onrepurchase intention, followed by trust, and the variable having the least effect isperceived risk. The multi-group analysis results show that: Product types havesignificant influence differences to the each assumption pathes, and among them, the influence degree of trust products is more obvious.