Abstract
During the late few years, online group-buying auction has grown quite a fashion style, the consumers can buy favor commodities and services in real stores but they can also get them online store, which makes more choices for online users. Hence, how to retain customers repeat purchase behavior is urgent for the success of online shopping. Depending on relationship quality, the research analyzes the repurchase behavior in an online shopping context. The correlation among perceived service quality(website service quality, store service quality), perceived value, relationship quality and repurchase intention, by use of examining online consumers intentions to shape consumers’ repurchase behavior. Moreover, our research model investigates that relationship quality and perceived value play as the key predictor in the impact of repurchase intentions. Data collected from 246 of GROUPON website’s users keep strong support for research model. Finally, the research provides appropriate comments and suggestions regarding the academic and practical meanings of these findings, including research limitations and future research direction.
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