A Study Of Key Antecedents Influencing Consumer Repurchase Intention In FMCG Envionment

The issue how to gain customer retention has always been a research focus in marketing research.Competition is becoming more and more vigorous,the cost of generating a new customer is believed to be four to six times the cost of keeping an existing customer.Therefore,consumers' repeat purchases are the principle sources of firms' profit,it is important to understand what factors influence customers' repurchase intentions.Repurchase intention(RI) is a concept of attitudinal loyalty on brand loyalty study.The previous researchers applied the society exchange theory and the investment model to investigate the factors related to RI,some developed empirical models.Based on the literature review,this paper constructs a general model of RI.The model includes factors of three categories:customers' perceptions of consumption and attitude,switching barriers and customer subjective factor.Customer perceived value(CPV),customer satisfaction(CS) and brand preference(BP) refer to the first category.Perceived switching costs(PSC),the attractiveness of altematives(AA) are the two types of switching barriers in the FMCG enviroment.In addition, variety-seeking(VS) is assumed as the third class of factor.This dissertation uses the structural equation model(SEM) to incorporate antecedents of three categories into an integrated RI analysis.Previous studies were focus on the field of service and durable goods,this paper applies the RI model to the FMCG environment.Further,the hypothetical model is tested by the data from the shampoo industry.This RI model has been basically validated.The paper has several conclusions:First,in the FMCG market,customers' RI is an action outcome of three classes of antecedents.Second,customer perceived value is not directly affect brand preference or RI,but it is a vital immediate antecedent of customer satisfaction.Third,although the attractiveness of alternatives does not directly affect RI,it does so indirectly via customers' perceived switching costs.Thus, this paper contributes to the linkage of customer subjective factor and customer intention,variety-seeking intention has been proved to have a significant negative effect on consumers' repurchase intention.The conclusions indicate that FMCG suppliers should attempt to develop strategies to manage consumers' perceptions of value,satisfaction,and perceived switching costs,in order to keep existing customers and stimulate them repurchase.