Repurchase intention in the Chinese e-marketplace: Roles of interactivity, trust and perceived effectiveness of e-commerce institutional mechanisms

Haijun Bao*, Boying Li, Jiaying Shen, Fangfang Hou

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

69 Citations (Scopus)


Purpose - Retaining customers is very important for the survival of e-commerce sellers. The purpose of this paper is to investigate the roles of computer-mediated communication (CMC) tools, interactivity, trust and perceived effectiveness of e-commerce institutional mechanisms (PEEIM) in influencing customer's repurchase intention in the Chinese online e-commerce marketplace. Design/methodology/approach - The research model is empirically tested using survey data analyzed with partial least squares structural equation modeling. Findings - This study confirms the positive relation between customer satisfaction and trust in the seller, which further contributes to repurchase intention. Results also support the positive influences of effective use of an instant messenger and feedback system on customer perceived interactivity, which helps enhance trust in the seller. PEEIMdemonstrates interesting results regarding itsmoderating effects. Research limitations/implications - In the future, researchers can extend the study to other e-commerce platforms and take trust transfer effects and product categories into consideration. Practical implications - This study highlights the importance to manage trust, PEEIM, interactivity and CMC tools in e-commerce platforms, assisting practitioners to develop appropriate business strategies and processes to retain customers. Originality/value - This study extends previous investigations by integrating trust and PEEIM with interactivity and testing the model in the context of the Chinese online marketplace.

Original languageEnglish
Pages (from-to)1759-1778
Number of pages20
JournalIndustrial Management and Data Systems
Issue number8
Publication statusPublished - Sept 2016
Externally publishedYes


  • Interactivity
  • Online repurchase intention
  • Partial least square modeling
  • Perceived effectiveness of e-commerce institutional mechanism
  • Trust

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