|
Abstract This paper theoretically decomposes customer relationship value perceived by online shoppers (e-CRV) into six dimensions, and empirically investigates their effects on repurchase and word-of-mouth (WOM) intentions. As a result, confidence value, personal service value and time/effort saving value have significant effects on relationship satisfaction. The effect of special treatment value on relationship satisfaction is found weak. But the impacts of respected value and social value are not found significant in statistics. The relative importance of the e-CRV dimensions on relationship satisfaction follows as confidence value, time/effort saving value, personal service value, and special treatment value for online customers in the context of e-tailing. In addition, relationship satisfaction has a significant effect on repurchase and WOM intentions. The vital importance of relationship satisfaction in the context of e-tailing is validated. These conclusions provide some theoretical and m
|
|
Received: 27 October 2009
|
|
Corresponding Authors:
ZHAO Wei-hong
|
|
|
|
2010, Vol. 1 
浙公网安备 33011802000512号