Abstract
This paper studies the nonlinear effects of consumers' satisfaction ratings and seller reputation on consumers' repurchase behavior. This paper is unique from two perspectives: (1) it studies consumers' repurchase behavior rather than consumers' repurchase intention; (2) it hypothesizes nonlinear effects rather than linear effects. To verify our theoretical hypotheses, we collect actual transaction data and conduct a two step analysis. Our findings and the implications are discussed.
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