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This study thus examines whether RM-related constructs based on the 4Rs marketing strategy (i.e., assurance, customer satisfaction, perceived usefulness, corporate image, and perceived value) positively affect online customer repurchase intention; it also adopts trust as a relational mediator to investigate whether trust mediates the effect of the 4Rs marketing strategy on repurchase intention. The results of an online survey indicated that satisfaction, perceived usefulness, corporate image, perceived value, and trust were antecedents of repurchase intention. Additionally, this study statistically confirms that trust is a critical mediator of the indirect effects of RM-related constructs on repurchase intention. The theoretical and practical implications of this work are also discussed.<\/p>","DOI":"10.4018\/joeuc.2015070101","type":"journal-article","created":{"date-parts":[[2015,4,9]],"date-time":"2015-04-09T07:48:14Z","timestamp":1428565694000},"page":"1-26","source":"Crossref","is-referenced-by-count":5,"title":["Explaining Online Customer Repurchase Intentions from a Relationship-Marketing Perspective"],"prefix":"10.4018","volume":"27","author":[{"given":"Mei-Ju","family":"Lin","sequence":"first","affiliation":[{"name":"Department of Industrial and Information Management, National Cheng Kung University, Tainan, Taiwan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wei-Tsong","family":"Wang","sequence":"additional","affiliation":[{"name":"Department of Industrial and Information Management, National Cheng Kung University, Tainan, Taiwan"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"joeuc.2015070101-0","doi-asserted-by":"publisher","DOI":"10.2307\/41166051"},{"issue":"6","key":"joeuc.2015070101-1","first-page":"154","article-title":"Impact of Service Quality of Short Messaging Service on Customers Retention: An Empirical Study of Cellular Companies of Pakistan.","volume":"5","author":"Z.Ahmad","year":"2010","journal-title":"International Journal of Business and Management"},{"key":"joeuc.2015070101-2","doi-asserted-by":"publisher","DOI":"10.5539\/ijbm.v6n8p271"},{"key":"joeuc.2015070101-3","doi-asserted-by":"publisher","DOI":"10.1002\/mar.10063"},{"key":"joeuc.2015070101-4","doi-asserted-by":"publisher","DOI":"10.1177\/0961000609351365"},{"key":"joeuc.2015070101-5","doi-asserted-by":"publisher","DOI":"10.1177\/0092070304267928"},{"key":"joeuc.2015070101-6","doi-asserted-by":"publisher","DOI":"10.1109\/TEM.2009.2023111"},{"key":"joeuc.2015070101-7","doi-asserted-by":"publisher","DOI":"10.1177\/009207039502300402"},{"key":"joeuc.2015070101-8","doi-asserted-by":"publisher","DOI":"10.2307\/2695833"},{"key":"joeuc.2015070101-9","doi-asserted-by":"publisher","DOI":"10.1007\/s11135-007-9117-z"},{"key":"joeuc.2015070101-10","doi-asserted-by":"publisher","DOI":"10.1108\/14684521111151414"},{"key":"joeuc.2015070101-11","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2008.01.001"},{"key":"joeuc.2015070101-12","author":"S.Chatterjee","year":"2013","journal-title":"Regression Analysis by Example"},{"key":"joeuc.2015070101-13","doi-asserted-by":"publisher","DOI":"10.1108\/14684521211209572"},{"key":"joeuc.2015070101-14","doi-asserted-by":"crossref","unstructured":"Chen, Z., & Zhou, T. 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