The Impact of E-CRM Dimensions on Repurchase Intention and E-WOM: The Mediating Role of Relationship Quality in Online Shopping Platforms_Vol. 3 No. 2 (JNME 2026)_Journal of New Media and Economics (ISSN: 3005-5725)

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The Impact of E-CRM Dimensions on Repurchase Intention and E-WOM: The Mediating Role of Relationship Quality in Online Shopping Platforms

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DOI: https://doi.org/10.62517/jnme.202610206

Author(s)

Lingli Du*

Affiliation(s)

Graduate School of International Studies, Hankuk University of Foreign Studies, Seoul, South Korea *Corresponding Author

Abstract

This study examines how multidimensional electronic customer relationship management (e-CRM) influences repurchase intention and electronic word-of-mouth (e-WOM) through the mediating role of relationship quality in online shopping platforms. Building on relationship marketing and digital interaction perspectives, e-CRM is conceptualized as a higher-order construct comprising e-marketing, e-sales, e-service, e-community, and e-security. Relationship quality is operationalized through trust, satisfaction, and commitment. Using survey data from 306 online consumers and a combination of reliability analysis, factor analysis, and structural testing, the results show that e-CRM significantly enhances trust, satisfaction, and commitment. These relationship quality dimensions, in turn, positively influence both repurchase intention and e-WOM. Regression-based mediation results further indicate that relationship quality partially transmits the effects of e-CRM on post-purchase behaviors. The study contributes to the literature by clarifying the relational pathways through which digital customer management practices shape behavioral outcomes in online shopping environments.

Keywords

e-CRM; Relationship Quality; Trust; Satisfaction; Commitment; Repurchase Intention; e-WOM; Online Shopping Platforms

References

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