Application of Transaction Cost Theory on Repurchase Intention

This study presents a theoretical model for understanding repurchase intention for customers. An empirical study was conducted to examine the model. The results indicate that customers' intention to repurchase online is negatively associated with their perceived transaction cost, and perceived transaction cost is associated with resources of ethnic, personal, and indirect quanxi. Furthermore, impulse buying, and environment will influence repurchase intention when customers consider online shopping. According to the results of empirical study, implications and suggestion for future research are discussed.