The Study On The Influencing Factors Of DAP Consumer’s Repurchase Intention

In recent years, scholars and business make a lot of research on customer satisfaction,customer loyalty, management of customer relationship and relationship marketing and retainingcustomers, encouraging repurchase and improving customer loyalty have became the focus ofmarketing research. Pareto’s law says that80%of the corporate’s profits comes from20%ofloyal customers. Repeat purchase intention is an important indicator of customer loyalty.Winingthe long-term loyal customers can save substantial cost for the enterprise. DAP is essentialmaterial for agricultural production and has a large purchase frequency.Improving theirpurchase intention is very important to the business.Repurchase intention is an important indicator of customer loyalty and the enterprise cansave substantial cost by getting the long-term loyal customers. In this thesis，we makequestionnaire and analysis model on the basis of research of repurchase intention，get data by297valid questionnaires of four provinces and analyze the impact factors of DAP customer’srepurchase intention by using correlation analysis and regression analysis. The result shows thatconsumer perceived value，customer satisfaction，switching cost，customer trust，brandpreference，education level and acreage of crop have a significant positive effect on theirrepurchase intention，customer satisfaction plays a mediating effect role in the relationship ofperceived value and repurchase intention，brand preference also plays a mediating effect role inthe relationship of switching cost and repurchase intention，while the other independent variableshave no significant effect on the dependent variable.