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Influences on the Customer Repurchase Intention of B2C E-Commerce: An Empirical Research

Author: GongKui
Tutor: ZhongSu
School: Chongqing University
Course: Business management
Keywords: B2C Customer perceived value Customer Satisfaction e Quality of Service Repurchase intention
CLC: F224
Type: Master's thesis
Year: 2008
Downloads: 508
Quote: 7
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Abstract


In recent years, the rapid development of the Internet and e-commerce has created new business practices and economic model has gradually changed people's living habits, people's shopping behavior extends from the traditional physical store to the new forms of online stores or electronic stores. Currently online shopping in China is still in the initial stage, the majority of Internet users have yet to \Therefore, the network store operators, how to systematically build customer relationships more effectively to achieve customer repeat purchase intention of winning promotion and corporate profits, is the network environment to remain competitive online businesses must address the major problem. Papers by previous literature studies, combined with social trading theory, investment model, the customer perceived value theory, a customer repurchase intention factors - customer satisfaction (CS), e QOS (eSQ), customer perceived value ( CPV) and conversion disorder (SB), they are theoretically analyzed the impact of customer repurchase intention, and the establishment of B2C e-commerce mode customer repurchase intention (RI) model. In order to confirm the existence of this effect, through access to a large literature to construct metrics of each factor, the formation of a preliminary questionnaire, and in the pre-test, a small sample and the large sample survey carried out during continuous improvement. After recovery of small samples, the use of small sample data SPSS11.5 exploratory factor analysis, the exclusion of non-compliant index, forming a preliminary form of each factor, and further improve the questionnaire to a large sample survey. Large sample data recovery, through the various indicators of reliability SPSS11.5 analysis to further improve the effectiveness of the indicators questionnaire, and then use LISREL8.70 carried out confirmatory factor analysis, the degree of second-order factor model fit , the distinction between indicators and validity of a detailed verification and analysis. On this basis, the large sample test data for structural equation modeling analysis using LISREL8.70 thesis examined the hypothesis model. The empirical results show that customer satisfaction and e QOS on customer repurchase intentions have a significant impact; customer perceived value and switching barriers on repurchase intention have a significant effect; However, customer perceived value and customer switching barriers on repurchase intention no direct significant affected, but in the middle of customer satisfaction through effect on repurchase intention there is an indirect effect. Finally, the results of empirical analysis papers are discussed and analyzed, B2C e-commerce mode, how to enhance the customer repeat purchase intention recommendations. And analyzed in this study present deficiencies.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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