The Effects of Fairness on Online Customer Repurchase Intention
- 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/).
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 -