An Empirical Study On The Key Factors Influencing Consumer Repurchase Intention Of B2c E-commerce

The 21st century is the age of network and information, the birth of the Internet has brought not only an increase the channels of marketing, but also innovation in marketing theory. Online shopping as one of the most important applications of Internet, after several years development, people has gradually accepted it, consumers gradually shift from attempting to purchase into the repurchase, Thus, online shopping problem is being gradually accepted by the research shifted to the Internet repeat purchase. In the early days of online shopping, B2C had a glorious history, but now, compare with B2B and C2C, B2C development is very depressed. The mainly reason is unable to retain consumers and the rate of repeat purchase is too low.Based on the research achievements of previous studies, The paper proposes three intermediate factors: consumer satisfaction, consumer trust, Switching costs, which influence customer's repurchase intention of B2C E-commerce, and proposes three main initial factors: company factors, website factors, consumer factors. According to the changing environment of B2C E-commerce, I modified the original model by removing the consumer factors and the quality of website system factors, bring consumer habits into model, established a new model of consumers'repurchase intention under the new environment of B2C e-commerce, and analyzes the impact between these factors with customer's repurchase intention from the theoretical analysis. In order to adapt to environmental changes, this paper improved the measurement systems of those factors, In order to test the model in a more correct way, we significant increase the full-time workers into the study sample. The new theoretical model has more power in explain consumers'repurchase intention and show a high level scientific by SPSS16.0 analysis those statistical dates; the following are the main conclusions of the paper:1. Base on the B2C environment, consumers'repurchase intention is the thing that was influenced by many factors. There are many factor influence consumers'repurchase intention, we extracted four factors form those factors: consumer satisfaction, consumer trust, consumer habit and switching costs.2. Business reputations, services, products and the quality of web site information all have significant positive influences on"consumer satisfaction"and"customer trust".3. Consumer habit is the most power factor among those factors which influence the consumer repurchases intention. Seller's services are the weakest of the four factors which influence the consumer satisfaction.The conclusion of this paper has large meanings in both studying and instructing the operation behavior of B2C business and consumer online shopping behavior.