The dimensions of Customer Intimacy Relationship and measurement scale development based on customers´ perspective

This study explores measurement dimensions of the intimacy relationship between shopping website and customer. Based on literature review, theoretical analysis and in-depth interviews, the study define the dimensions of the intimacy relationship between shopping website and customer, and then develop an intimacy relationship measurement scale used to measure the dimensions of the intimacy relationship between shopping website and customer. Finally, the study does an empirical test to examine the scale. This research is based on the customer´s perspective, and the finally research results show that the dimensions of the intimacy relationship are website reciprocity, website self-discourse, website empathy, website similarity and website interaction.