The objective of this study is employing social exchange theory and transaction cost theory to explore, in a textbook market of elementary schools, the influence of buyer-seller relationship between teacher and textbook publisher on teacher's textbook repurchase intention. This study takes the teachers of elementary schools in Tainan and Kaohsiung County and City as research population and gets 405 effective samples by stratified random sampling. Descriptive statistics and multiple regression analysis by enter method are used to analyze data. The findings are: 1. in the affective factor, attraction, believability and guanxi with teacher which textbook publisher shows can enhance teacher's textbook repurchase intention; 2. in the economical factor, specific brand asset which textbook publisher develops is beneficial to enhance teacher's textbook repurchase intention; however, unstable product quality and service quality have unfavorable influence.