The Study Of Network Consumer Re-Purchasing Behavior Based On The Interactivity And Perception Theory

Customer loyalty has been the consumer market and the pursuit of business objectives and profit point, attract and retain the online consumers become important strategic issues online enterprises must consider. Compared with the traditional shopping market, network shopping environment with special characteristics, to attract and retain customers become more difficult, the network consumer behavior and electronic loyalty (e-loyalty) has become the behavioral research focus areas. Because of the particularity of online consumer perception and behavior, need to understand the transmission way of the Internet based on quality of service, in order to establish a good network media characteristicservice relationship and consumer based on experience, the establishment andthe formation of customer loyalty.In the consumer behavior of review of current special network is the basis of network repurchase behavior research results, in view of the special nature of the network environment, combination the model of the proposed core thought of Network Information Behavior Theory, the Theory of Social Interaction, Social Exchange Theory, Expectation Confirmation Theory and customer satisfaction index, expounds the influence of unique delivery network environment for consumption to the characteristics of information interaction and network repurchase behavior factors and mechanism. Based on the Two perspective of interaction and consumer perception, put forward the "network interactive experience chain" concept and experience chain mechanism.The introduction of consumption emotion experience variables, proposed to the interactive features of the network information service of the "transfer-experience-utility" point of view, to construct the multiple variable relationship model under the environment of network quality of service, interaction, perception, experience and network repurchase behavior.The thesis describes the transmission mechanism and the evaluation research on the interactive model of network quality of service, puts forward a two-dimensional perspective of network service quality evaluation, namely the website perspective and consumer perspective, improve the interaction dimension measurement and theory, discusses the differences of product service environment (search and experience) theory on the basis of the network information search behavior and network consumer behavior, and believes that the interaction is a kind of consumer awareness and participation way, transmission channel is also the network service quality, online interaction is a combination of technical, social interaction and virtual nature, expand and enrich the network consumer behavior model. This paper adopts literature review, theoretical study and empirical research combined. In view of easy to cause theconsumer repurchase behavior and produce products and services have differences in the online web site, select local search kind of website of Chengdu in the period of high-speed growth (magazine shop) and experience website (mimi-mama website) questionnaire were site registered users,474 valid samples were obtained, and were compared with empirical study model method of empirical research methods and structural equation, discusses the network quality of service, interaction, perception, experience the impact on network repurchase behavior and difference. The main conclusions of the study are:(1) Online shopping information environment, the decision-making process and the path network product service type affect the repurchase behavior, there are differences influence path network service quality perceptions and network repurchase behavior, the interaction of network and the consumer perception is important intervening variables.The empirical results show that the network interaction is an important intermediary variable network service quality and consumer perception among the variables, solid product sites showed complete intermediary effect, product service website is part of the intermediary role, perception variable is an important intermediary variable network interaction and network re purchase behavior variables.An empirical comparison shows, there are two main role and influence path entity product website network repurchase behavior, one is the network quality of service-interaction-experience perception-network repurchase behavior, the other is experience-perception-network repurchase behavior. The experienced website, there are the three of the role and influence of the path to network repurchase behavior, the quality of service of the network-interaction-experience-network re purchase behavior, network quality of service-perception-network repurchase behavior, experience-perception-network re purchase behavior, as can be seen, no matter what kind of Web site, customer satisfaction is the network re purchase behavior is the most direct factors, pay attention to customer satisfaction, attention to the user experience for the consumer experience, center, is a sharp weapon to attract and increase website viscosity.(2) There is a complex relationship network interaction effect of dimensions and perception variables, satisfaction and trust on online repurchasing behavior directly affect.An empirical comparison shows, network interactive dimensions through influence perceived variables affect the network repurchase behavior, interactive dimension factor on perception variable performance for interactive content, interactive and function of service interaction selectively affect consumer perception, on the real product class site (magazine shop), the contents of interaction and functional interaction effects on perceived value and consumer satisfaction is obvious, while service website in addition to content interaction, interaction and service function significantly influence perceived value, customer satisfaction and trust.The empirical results showed that the direct effects of perceived variables on the network repurchase behavior variables are satisfaction and trust, perceived value is an important antecedent factors of satisfaction, three perceived variables to affect the strength in different network repurchase behavior.(3) Experience has the adjustment function, can be directly or indirectly by influencing network consumer perception influence repurchase behavior, experience the regulating effect on perceptual variables of different sites have different.This paper will experience variables as variables, by grouping the regression analysis method, according to the experience of variable quality, the samples were divided into good and poor experience two group comparative study experience. The results found that affect consumers’ positive emotional experience active consumer perception variables on the physical products website of larger, more significant regulatory role. This result not only obtains the consumer network repurchase behavior choice, experience great influence on consumers’perception variable, is further evidence that caused by the interaction of perceived emotional experience influence on consumers’perception and network re purchase behavior and mechanisms of action.(4) The causal relationship between variables complex perception, perceived value is an important antecedent factors of satisfaction, the other is based on the application environment of further discussion and research.This paper measures the perceived value of consumers under the network environment from two aspects of emotion and utility value, from the online product or service supplier capability, good and honest three dimensions to define trust, the whole model test results and the sub-model test results all verify the front impact the perceived value of the satisfaction relation, other hypothesis is not supported. Mentioned and other literature of the effect of trust on pre affect satisfaction and perceived value of the trust path is not supported, the relationship between display and reflect the perception variables of perceived value, trust and satisfaction of the three, a causal relationship between the complex, in the study according to the application environment of concrete are discussed and studied..The main contribution and innovation of the paper:(1) Combined with consumer perception and information behavior, expand the network consumer behavior model, proposed the network consumer behavior framework. Considering the information decision process (article 3.2), combine the interactive features, proposed the "net interaction experience chain" concept and repurchase behavior mechanism of experience chain based network (article 3.5.4 and 3.5.5), introducing consumer emotional experience variables, proposed to the interactive features of the network information service of the " transfer-experience-utility " view (article 3.6.2), the construction of the multiple variable relationship model under the environment of network quality of service, interaction, perception, experience and network repurchase behavior, (article 4.3).(2) Combined with the network perspective and consumer perspective, put forward a new research dimension of network interaction factor (article 2.6.2), describes the consumer perception of the process view (article3.4.1), proposed the two-dimensional evaluation from the perspective of network quality of service (article 3.6 section). Under different netork types of repurchase behavior influence factor and the role of the similarities and differences of the path, verify the emotional experience of regulating effect of variables (article5.1.5and5.2.5) and consumer perception variable and the interaction variable intermediary role (article 5.1.6 and 5.2.6).(3)Enrich the research methods and ideas of consumer loyalty behavior online environment, put forward a complete network of interaction and consumer perception theory based network framework of comprehensive study of repurchase behavior (article 3.6.2), obtained the empirical comparative study result about the network repurchase results behavior which in different product service type website online website registered users of the sample object (article 5.3).