Research on the Relationship between E-Customer Value and Repurchase Intention

An increasing number of people are processing transactions online and the numbers are likely to increase rapidly in the near future. It is important to analyze the relationship between customer values of Electronic Commerce (E-customer value) and Repurchase Intention in order to provide a guideline of successful e-business. The purpose of this paper is to answer the following questions. First, what are key components of customer value in e-business? Second, what influences the relationship between customer value and Repurchase Intention? Data collected from 350 respondents who made purchases through Internet shop were used to test a research model. Managerial implications were derived from the analysis and further studies were suggested.