The Impact Study Of Customer Trust And Customer Positive Attitude As Mediator Between Customer Satisfaction And Customer Repurchase Intention Based On Online Shopping

The managers of enterprises seize the chance to have access to e-commerce market with the development of information technology and the increasing use of networks. Then customers accept the way of shopping by online gradually. Therefore, enterprises must focus the situation of customers in order to obtain the competitive advantage. Improving customer satisfaction will be helpful to focus the customer and stimulate the customer repurchase intention. Although there are a lot of researches about customer satisfaction, customer repurchase intention, customer trust and customer attitudes, the relationships of them are still questionable.With the rapid development of online shopping market, more and more customers like shopping online. The focus of this research is going to improve and stimulate the customer satisfaction and the intention of repurchasing. A large number of existing literature have examined that customer satisfaction has an impact on customer repurchase intention. Some researchers believed there is positive influence between them, while another ones did not think so. Although, few researchers studied both from customer psychology about customer trust and customer positive attitude as mediators based on online shopping environment. The paper differs from previous literature about the mediated variable because it mainly explores the influence relationship during customer satisfaction and customer trust, customer satisfaction and customer positive attitude, customer trust, customer positive attitude and customer repurchase intention. Studying the factors'relationship can better understand customer satisfaction influence on customer repurchase intention, reduce the gap between customer determine and customer behavior intention, further develop the theory about customer satisfaction and customer repurchase intention and help companies to capture the determine factors about customers which will promote online marketing in order to achieve the ultimate goal of improving economic efficiency of enterprises.The theoretical framework and five hypothesis of this study were presented based on the extensive literature. The hypothesis is true through empirical analysis, the descriptive statistical by the software of SPSS, the reliability and validity testing, correlation and regression analysis. The conclusion is that customer satisfaction has a significant positive effect on customer repurchase intention, when customers trust the shopping on website, the satisfaction and repurchase intention will also be brought. In addition, if the customers have a positive attitude, the relationship between customer satisfaction and repurchase intention will also be promoted.According to the conclusion, the suggestions of the development of online shopping were put forward. Firstly, the enterprises should ensure the quality of product. Secondly, the real and effective information should be provided to customers. Lastly, it is important to communicate with customers to improve the customer satisfaction and repurchase intention.Although there are some results in this study, the deficiencies still exist. So the further research is proposed. The sample needs to be expanded from the country and city. It will be explored the reason which customers do not experience the shopping online. Additionally, it will be studied the negative attitude of customers.