Abstract
The present study examines the extent to which structural assurance mechanisms and economic benefits of online shopping are used by online shoppers as cues to infer the relational benefits of confidence and special treatment, respectively. The study further posits that these relational benefits foster relationship quality outcomes for online retailers. The study's findings—based on survey data obtained from 580 online shoppers—suggest that the online retailing structural assurance mechanisms and the selected economic benefits online shopping positively predict online shoppers' special treatment benefits and confidence benefits. The results also show that special treatment benefits and confidence benefits positively predict relationship quality outcomes. The findings also show how the relational benefits serve as mediating mechanisms through which the online retailing structural assurance features and customisation and functional convenience affect the relationship quality outcomes.
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