Empirical Study Of Influencing Factors Of Online Customer Repurchase Intention

With the development of the Internet, online shopping is showing a trend of rapid development and has changed the way of purchasing products and services about customers. More and more customers are accustomed to making a purchase by using websites to replace physical store. The online shopping market research report in 2013 originated in the China Internet Network Information Center(CNNIC) shows that online shopping has some advantages, for example convenient and efficient, not restricted by space and time, high quality service, rich data mining and et al. These have indicates the fierce competition of e-commerce business and the main task has transferred from attracting new customers and improving customers’growth to simulating the online repeat repurchase intention. A research shows that the profit arising from repeat purchase customers is five times than new customers and more than fifty percent repeat purchase customers rarely have the third purchasing behavior. Therefore it is an important marketing strategy for e-commerce businesses if they can understand the influencing factors of online customers repurchase intention and use these factors to affect the perception of customers and in turn improve the customers’repurchase intention. Based on the review of relevant literature, the research discusses the influencing factors of online customers repurchase intention from three different perspectives.Firstly, the research discusses the direct and indirect influence of functional value (perceived usefulness and perceived ease of use), social value (online customer satisfaction and online customer trust), and hedonic value (perceived enjoyment) on online customer repurchase intention by integrated technology acceptance model and customer value theory. This research uses the questionnaires to obtain research data and total of 350 valid questionnaires are formed. Moreover the research tests 11 hypotheses presented in chapter three using SPSS and AMOS statistical software and the findings show that perceived usefulness, online customer satisfaction and perceived enjoyment all have significant positive impacts on online customer repurchase intention; compared with perceived usefulness, perceived enjoyment has a stronger influence on online customer repurchase intention. This study shows that e-commerce websites should have a priority consideration on hedonic value but the functional value on online purchase is also important, therefore when the hedonic value is improved firstly, online vendors also need to consider how to meet the customer’s function value.Secondly, the research discusses the influence of second-order construct fairness explained by distributive fairness, procedural fairness, interpersonal fairness and informational fairness on online customer trust, online customer trust on online customer satisfaction and at last online customer satisfaction on online customer repurchase intention. This research uses the questionnaires to obtain research data and total of 431 valid questionnaires are formed. Moreover the research tests 3 hypotheses presented in chapter three using SPSS and AMOS statistical software and the findings show that online customer fair has a significant positive effect on online customer trust; online customer trust has a significant positive effect on online customer satisfaction; online customer satisfaction has a significant positive effect on online customer repurchase intention. The study indicates the continuous growth effect among online customer fair, online customer trust, online customer satisfaction and online customer repurchase intention.Thirdly, based on the status bias theory the research conceptualizes three variables (relative attractiveness, satisfaction and switching cost) according to status bias theory and discusses the effect of these three variables on customer resistance to change and in turn on online customer repurchase intention. This research uses the questionnaires to obtain research data and total of 289 valid questionnaires are formed. Moreover the research tests 8 hypotheses presented in chapter three using SPSS and AMOS statistical software and the findings show customer resistance to change has a significant positive effect on online customer repurchase intention; relative attractiveness and online switching costs all have significant positive effect on customer resistance to change but online customer satisfaction has not significant effect on customer resistance to change. The study indicates that online customer will resist changing the current service providers and have a repurchase intention in order to avoid the benefits loss obtained from the current supplier. The study also points out that relative attractiveness and online switching costs can prevent customers switching the service providers and in turn have a resistance to change but online customer satisfaction and customer resistance to change may be affected by a third variable. The research also shows that online switching costs have significant positive effects on online customer repurchase intention; online customer satisfaction and relative attractiveness all have significant positive effect on online switching costs. Online switching costs are generally considered to be relatively low, because it is very easy to convert online service provider by clicking, but the results shows that online switching costs is not necessarily low even in a network environment, because the higher the online switching costs, the higher online customer repurchase intention. The study also points out that online customer will choose the vendor who can provide the best interests, moreover when customers are satisfied or suppliers have higher relative attractiveness, switching behavior will result in higher interest loss.At last, the research summarizes the findings and based on the findings the research proposes some marketing suggestions, the limitation and the future directions.