Effect of Vendor Characteristics and Relationship Quality on Consumer Re-Purchase Intention in the B2C E-Commerce in Yemen

Mohammed Nasser Hadi, Ali N. Hadi and Mohammed A. Abdulrab
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Mohammed Nasser Hadi: School of Management, University of Science and Technology of China, Hefei, China
Ali N. Hadi: School of Management, Hefei University of Technology, Hefei, China
Mohammed A. Abdulrab: School of Management, Hefei University of Technology, Hefei, China

International Journal of Research in Business and Social Science (2147-4478), 2019, vol. 8, issue 4, 172-184

Abstract: This study attempted to establish the relationship between vendor characteristics and relationship quality on consumer B2B E-commerce in Yemen. E-commerce is gaining a lot of attention, especially in the Arabian world, as such we formulated and tested a model to explain B2C user repurchase intentions from the perspective of relationship quality. The model was empirically tested through a survey conducted in Yemen. Results showed that online relationship quality and perceived website usability positively impacted customer repurchase intention. Moreover, online relationship quality was positively influenced by perceived vendor expertise in order fulfillment, perceived vendor reputation, and perceived website usability. Trust in vendor behavior predominantly influenced online relationship quality and subsequent purchase intention. Implications of these findings are discussed. Key Words:Repurchase Intention, Vendor Characteristics, Relationship Quality, B2B, E-Commerce

Date: 2019
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