Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective

This study proposes a framework to understand the impacts of both value-related and transaction cost-related factors on repurchase intention from online shoppersʹ perspective. In particular, this study defines the construct of cost as a three-component conceptualization (i.e., information searching cost, moral hazard cost, and specific asset investment). Based upon empirical evidence on a survey of 887 online shoppers, this study shows that consumersʹ perceived value and each cost component are positively related to repurchase intention. Importantly, information searching cost exerts the most significant influence on repurchase intentions among the four relational factors. The result suggests that providing sufficient cues to reduce consumersʹ information searching cost is the core element of repurchase intention formation. This article closes with theoretical and practical implications.