摘要
Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies have noted that the 4Rs marketing strategy both reflects and implements the concept of RM. This study thus examines whether RM-related constructs based on the 4Rs marketing strategy (i.e., assurance, customer satisfaction, perceived usefulness, corporate image, and perceived value) positively affect online customer repurchase intention; it also adopts trust as a relational mediator to investigate whether trust mediates the effect of the 4Rs marketing strategy on repurchase intention. The results of an online survey indicated that satisfaction, perceived usefulness, corporate image, perceived value, and trust were antecedents of repurchase intention. Additionally, this study statistically confirms that trust is a critical mediator of the indirect effects of RM-related constructs on repurchase intention. The theoretical and practical implications of this work are also discussed.
| 原文 | English |
|---|---|
| 主出版物標題 | Mobile Commerce |
| 主出版物子標題 | Concepts, Methodologies, Tools, and Applications |
| 發行者 | IGI Global |
| 頁面 | 1230-1259 |
| 頁數 | 30 |
| 卷 | 3 |
| ISBN（電子） | 9781522526001 |
| ISBN（列印） | 1522525998, 9781522525998 |
| DOIs | |
| 出版狀態 | Published - 2017 六月 19 |
指紋
All Science Journal Classification (ASJC) codes
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
- Computer Science(all)
引用此文
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Explaining online customer repurchase intentions from a relationship-marketing perspective : An integration of the 4Rs marketing strategy and customer trust. / Lin, Mei Ju; Wang, Wei Tsong.
Mobile Commerce: Concepts, Methodologies, Tools, and Applications. 卷 3 IGI Global, 2017. p. 1230-1259.研究成果: Chapter
TY - CHAP
T1 - Explaining online customer repurchase intentions from a relationship-marketing perspective
T2 - An integration of the 4Rs marketing strategy and customer trust
AU - Lin, Mei Ju
AU - Wang, Wei Tsong
PY - 2017/6/19
Y1 - 2017/6/19
N2 - Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies have noted that the 4Rs marketing strategy both reflects and implements the concept of RM. This study thus examines whether RM-related constructs based on the 4Rs marketing strategy (i.e., assurance, customer satisfaction, perceived usefulness, corporate image, and perceived value) positively affect online customer repurchase intention; it also adopts trust as a relational mediator to investigate whether trust mediates the effect of the 4Rs marketing strategy on repurchase intention. The results of an online survey indicated that satisfaction, perceived usefulness, corporate image, perceived value, and trust were antecedents of repurchase intention. Additionally, this study statistically confirms that trust is a critical mediator of the indirect effects of RM-related constructs on repurchase intention. The theoretical and practical implications of this work are also discussed.
AB - Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies have noted that the 4Rs marketing strategy both reflects and implements the concept of RM. This study thus examines whether RM-related constructs based on the 4Rs marketing strategy (i.e., assurance, customer satisfaction, perceived usefulness, corporate image, and perceived value) positively affect online customer repurchase intention; it also adopts trust as a relational mediator to investigate whether trust mediates the effect of the 4Rs marketing strategy on repurchase intention. The results of an online survey indicated that satisfaction, perceived usefulness, corporate image, perceived value, and trust were antecedents of repurchase intention. Additionally, this study statistically confirms that trust is a critical mediator of the indirect effects of RM-related constructs on repurchase intention. The theoretical and practical implications of this work are also discussed.
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UR - http://www.scopus.com/inward/citedby.url?scp=85027506685&partnerID=8YFLogxK
U2 - 10.4018/978-1-5225-2599-8.ch058
DO - 10.4018/978-1-5225-2599-8.ch058
M3 - Chapter
AN - SCOPUS:85027506685
SN - 1522525998
SN - 9781522525998
VL - 3
SP - 1230
EP - 1259
BT - Mobile Commerce
PB - IGI Global
ER -