The Study On The Factors Of Influencing Consumer Postpurchase Behavior

As the focus of market competition from attract customers to keep customers, business managers and marketing scholars pay much more attention to postpurchase behavior of consumers. Therefore, how customer postpurchase behavior form and what are the influence factors become a research priority. Currently most sholars regard customer satisfaction as the most important influence factor and believe that customer satisfaction is only decision factor of postpurchase behavior.But it can not proof by fact. So on the basis of concluding the customer satisfaction factor this article finded out the underlying factors of influence on postpurchased behavior to explain the fomation process of customer postpurchase behavior in essence.This paper analysed the influence factors of consumer postpurchase behavior from two different levels,and established a research model. First this paper reviewed on the postpurchase behavior theory and define the positive and negative of postpurchase behavior.Then screened the influence factors of postpurchase behavior from the influence factors of customer purchase behavior and purchase decision.These factors included cost performance,brand image,personal factors-expectation,perceived value,satisfaction,purchase significance, environment factors-reference group,competitive products cost performance.At the same time this paper creatively puted forward the depth influence factor of customer postpurchase behavior-the realization degree of value, in view of customer value thoery.Third established the model of the effect mechanism of factors.And verified the model by the data collected through the analysis of variance,correlation,regression.Then refine the model on the basis of the analysis. At last came to a conclusion that find out the essence influence factor of customer postpurchase behavior on the basis of two level influence factors and presented constructive comments and suggestions aimming at management practice.