Investigating the impact of satisfaction and relational capital on repurchase behavior using a text mining method

Nowadays, sellers concern about how to retain consumers in online context. The present study moves beyond satisfaction and extends the literature by investigating the moderating effect of relational capital. The online shopping platform studied contains reviews and communication texts that are full of descriptive expressions. Those texts are valuable resources to achieve measurements of satisfaction and relational capital in an objective way. Therefore, a text mining method, specifically, the lexicon-based method is employed to extract those constructs. By analyzing 10, 609 transactions and mining related communication conversations and reviews, this study concluded that the extracted satisfaction measurement has a positive effect on repurchase intention with odds ratio of 2.51, and relational capital exerts a moderating effect, with each dimension of relational capital performing distinguished roles.

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