The increased electronic cooperative relationships of retailers and their opinions regarding focal firms are important factors in enhancing the value-added relationships between supplier and retailer. The principal purpose of this study is to organize and analyze the major factors affecting the electronic cooperative relationships between supplier and retailer. After reviewing the relevant literature, we integrate three constructs to identify factors affecting retailer willingness and apply an electronic exchange platform to increase cooperative relationships with their product suppliers. This study presents nine hypotheses based on data collected through a questionnaire survey of retailers in the Taiwanese automobile industry. This study uses a structural equation model to test the hypotheses using data from the respondents. Results show that relationship commitment is directly and positively related to increased electronic cooperative relationships, and increased electronic cooperative relationships are indirectly and positively related to trust, satisfaction, perceived service characteristics, coordination, and perceived adaptation.