Although several researchers have examined the factors that prompt consumers to form a relationship with a firm or brand, this study looks at the factors that prompt consumers to deliberately avoid a relationship. The current study examines online relationship avoidance intentions in the online travel industry. The study focuses on attribute-level evaluations (e.g. high system requirement, low safety, and low benefit), develops a theoretical framework for conceptualizing relationship-hindering perceptions with temporal effects, and empirically tests it using longitudinal data. Results show that the relationship between attribute-level evaluations and relationship-hindering perceptions is dynamic and changes over time. Further, the findings reveal significant temporal effects of relationship-hindering perceptions and non-relationship intentions at time points <italic>T</italic> and <italic>T</italic> + 1. This study presents compelling possibilities in terms of strategically managing the e-Travel sites, such that the relationship-hindering perceptions of repeat visitors to the website can be reduced thus affecting relationship avoidance intentions which would in the long run enhance customer lifetime value for the company.
