Sonya H.Y. Hsu
Siva K. Balasubramanian
With a B2C orientation, this research focuses attention on knowledge-base (KB) capabilities and their relationships with customers’ self-service experience in conjunction with repeat purchase intention. Using structural equation modeling, our analyses of experimental survey data show that both KB capabilities and self-service experience are significantly and positively related to purchase intention. Overall, this research makes two key contributions: (1) the concept of information search and relational marketing for decision-making is integrated into the study of KB; (2) it analyzes KB from a customer’s perspective instead of the organizational perspective that characterizes prior work. Implications for future research are discussed.