The Study On The Factors Influencing Consumer Repurchase Behavior

Repeat purchases is of great marketing managerial importance, as is evidenced by the many articles and books devoted to the greater profitability of keeping existing customers rather than acquiring new ones. Marketing literature consistently identifies customer satisfaction as a key antecedent to loyalty and repurchase, but current knowledge fails to explain fully the prevalence of satisfied customers who defect and dissatisfied customers who do not. On this premise, the paper launched the study about repurchase behavior to explain this phenomenon.Based on the research achievements of previous studies, the paper takes the mobile communications industry as an example and discusses the factors which directly impact the consumer repurchase behavior and the factors which moderate the relationship between customer satisfaction and repurchase behavior by using the structural equation modeling (SEM)methods and the interaction of regression analysis.Above all, on the base of previous studies, the repurchase behavior and repurchase intent, brand promise, brand loyalty are defined exactly and the literatures which are about the factors affecting consumer purchase behavior and the factors are reviewed; Secondly, the theoretical model and the research hypotheses which include the directly affecting hypotheses and the moderating hypotheses are put forward; After the design of the questionnaire and measurement methods have been determined and have been recovered, the directly affecting factors are tested by using the structural equation modeling methods which prove that customer satisfaction, perceived quality, perceived convenience, brand preference, switching costs positively affect the repurchase behavior, and attractiveness of alternatives negatively affect the repurchase behavior, and the moderating factors are tested by using the interaction of regression analysis which proves the moderating hypotheses. The model is modified on the base of research results. Finally, the academic value of the paper and the practical significance which focused on the mobile communications operators are raised; the limitations and the vision for the future studies are also pointed out.