Study On The Influencing Factors Of Consumer's Repurchase Intension Based On The Internet Environment

With the development of the Internet and Electronic Commerce, more and more consumers begin to do electronic shopping. There are both opportunities and threats in the Internet environment, and that how to obtain and maintain a certain number of loyal customers is the premise of survival and the foundation of development for electronic retail enterprises.According to Pareto's law,20 percent of the enterprises'loyal customers gave 80 percent of the profits of the companies. On the existing customer relationship management, in particular how to help existing customers making repurchase decision-making has become the focus of many enterprises. the Repurchase Intention, or RI, is a reliable indicator of psychological measurement of customers repurchase behavior, also is one of the main measurement indicators of customer loyalty. There are various factors affecting customers repurchase behavior, the Western developed countries are active on the research of this issue; the core of research is repurchase intention's factors and their weights. In China, the empirical study of repurchase intention is much less, the repurchase intention model that the West come up with lacks an effective e verification, and most of previous studies were researching the single type of products.. Loyalty is the same important. But what will influence e-loyalty? Scholar in-and-abroad do some research but not too much. So it is necessary to investigate deeply. The author read most of the relative articles, collated all the factors they advanced and do some analysis work. Hope to give some valuable suggestions for marketers of e-commerce business. Thus this research is meaningful and helpful both in theory and practice.Based on referring a lot of articles, through demonstration method, the author has figured out the main factors that will influence Repurchase Intention, in the course of online shopping and their intensities. The paper introduces some important issues in the former articles at first, summarizes several traditional models and possible causes under the circumstance of E-commerce. Then, by the way of questionnaire investigation and data analysis, the author has got the conclusion that customer trust, customer satisfaction and switching costs will make sense in the forming process of E-.Repurchase Intention, At the same time, this paper has put up some helpful marketing suggestions for the e-commerce business.