84. An Analysis and Empirical Study of the Impact of Customer Relationship Quality on Repurchase Intention in Online Shopping Context

Customer relationship quality is an important factor to affect customers’ future continuous interaction with enterprises. The study analyzes the mechanism of the impact of customer relationship quality on repurchase intention from a new perspective, and develops a theory framework by taking post-purchase perceived risk as a mediating variable. Meanwhile, it collects data from the perspective of online customers, and has an empirical test of underlying assumptions. The empirical results indicate, customer satisfaction and trust both have an indirect positive effect on repurchase intention by taking post-purchase perceived risk, mainly economic, functional, service and psychological risk, as a medium. Findings of the study show the evaluation and mechanism of post-purchase perceived risk, and enhance our understanding of the inner drive mechanism between customer relationship quality and repurchase intention in online shopping context. The study also provides a guideline for online sellers to enhance customers’ repurchase intention.