从关系营销的视角探查并检验顾客对不同网站质量构成的评价对关系质量的影响,进而对其重购意向的影响,关系质量包括满意、信任和承诺3个维度。开发了中国背景下网站质量的测量量表,包括易用性、内容性、安全性和互动性;构建了网站质量各维度对关系质量影响的理论模型。研究结果表明,网站易用性对承诺有显著影响,对满意和信任的影响不显著,网站内容性对关系质量的影响不显著,网站安全性和网站互动性对关系质量有显著影响,关系质量对重购意向有显著影响。 From the perspective of relationship marketing, this paper explores and examines the impact of the customer’s evaluation of the quality of different websites on the quality of relationships and thus the impact on the repurchase intention. The quality of relationship includes three dimensions: satisfaction, trust and commitment. This paper develops a measure of website quality in the context of China, including its usability, content, security and interactivity. It also constructs a theoretical model of the influence of each dimension of website quality on the relationship quality. The results show that website accessibility has a significant impact on the commitment, the impact on satisfaction and trust is insignificant, the website content has no significant effect on the relationship quality, website security and website interaction have a significant impact on the relationship quality, the relationship quality Remesse intention have a significant impact.