Proceedings of the 2019 3rd International Conference on Education, Management Science and Economics (ICEMSE 2019)

The Effects of Fairness on Online Customer Repurchase Intention

Authors
Yuping LI
Corresponding Author
Yuping LI
Available Online September 2019.
DOI
10.2991/icemse-19.2019.147How to use a DOI?
Keywords
fairness, trust, satisfaction, repurchase intention, e-commerce
Abstract

This article discusses the effect of the fairness which can be constituted by distributive fairness, procedural fairness, interpersonal fairness and informational fairness on trust, satisfaction and customer repurchase intention in e-commerce from the perspective of fairness theory. It adapts questionnaire to collect data and testifies the hypothesis by structural equation model. The results show that online customer fairness has a significant positive effect on online customer trust; online customer trust has a significant positive effect on online customer satisfaction; online customer satisfaction has a significant positive effect on online customer repurchase intention. The research not only deepens the application of fairness theory in e-commerce, but also makes some suggestion to the development of e-commerce enterprises.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2019 3rd International Conference on Education, Management Science and Economics (ICEMSE 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
September 2019
ISBN
10.2991/icemse-19.2019.147
ISSN
2352-5428
DOI
10.2991/icemse-19.2019.147How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Yuping LI
PY  - 2019/09
DA  - 2019/09
TI  - The Effects of Fairness on Online Customer Repurchase Intention
BT  - Proceedings of the 2019 3rd International Conference on Education, Management Science and Economics  (ICEMSE 2019)
PB  - Atlantis Press
SP  - 635
EP  - 638
SN  - 2352-5428
UR  - https://doi.org/10.2991/icemse-19.2019.147
DO  - 10.2991/icemse-19.2019.147
ID  - LI2019/09
ER  -