| The appearance of online shopping provided a new way to purchase, and made it easy for modern citizen who live a rapid pace of life. Customers really enjoy the convenience that the online shopping brings to and rely on it. So the transaction scales of online shopping market, the scale of community’s retail market share have been increasing these years. The online shopping promotes the development of many industries, promotes employment, balance region economy, has become more and more important in the social economic structure.However, the fiercely competence of online market make online shoppers realize the importance of customers. They know that customer’s repurchase is the foundation of development of the whole enterprise. So they devote all themselves to pursued customers. But the cost of marketing has been increasing, the new order for goods are general debility, so customer repurchase is the core index to balance online shopping. Shoppers turn their eyes on how to keep old customers and urge new customers to purchase.According to8020law from Pareto,80%profit of a enterprise is from20%key customers, because their repurchase is guarantee of profit of a enterprise. Some scholar pointed that customer repurchase is the source of a enterprise’s success and profit. Averagely, a enterprise can make profits from a customer’s4times shopping. So customer repurchase is a important index, shoppers have to urge customers to repurchase. But the repurchase action will be influenced by many factors, such as shopping habit, shopping motion. Some scholar proved that intention can indicate action, so this thesis research customer repurchases intention.Based on large amount of reports and observes, this thesis mention two factors which may influence customer repurchase intention, they are customer participation and relationship quality. Different from other researches, this thesis emphasis on these two factors and their divisors whether has effect on customer repurchase intention, and this thesis builds a theory frame and six hypotheses which need to be proved. The thesis collects data by questionnaire survey, empirical analysis, SPSS17.0and statistics software to analyze data. Finally5hypotheses can be supported,1hypothesis cannot be supported. And draw conclusions:The two factors of customer participation:information exchange, social interaction produce significant positive impacts on customers’repurchase intention, and responsible behavior of the customer to repurchase intention no significant effect. The three factors of relationship quality: satisfaction, trust and commitment have a significant positive impact on repurchase intention. These points conclusions some differences with other studies in the field of traditional. I believe that may be due to the different situation, for example, Information exchange customers to participate in the network environment dimension is very important, and have a significant impact on the customer repeat purchase intention, but In the home decoration industry, empirical studies have shown no significant effect on the exchange of information on customer behavior intention, and the most important behavioral intention customer repeat purchase intention.Based on the above conclusions, standing on the retailer’s point of view of the network to put forward suggestions and countermeasures:Ensure smooth channels of information, enhanced communication with customers, and enhance the interaction with the customer, and the customer, and constantly improve the quality of the relationship with the customer satisfaction, improve customer trust website, strengthen customer site commitment5recommendations and countermeasure.I hope that the resulting conclusions be able to fill the existing lack of customer repeat purchase intention theoretical research, provide theoretical support and guidance for the B2C Internet retailers operating, so that the B2C retail enterprises sustainable development, and also to explore the development direction for the future of the online shopping market.Innovation of this paper is twofold:first to expand the research perspective, most of the literature from previous studies customer repeat purchase intention customer perceived value, customer satisfaction, customer loyalty, and several other perspective of customer repeat purchase intention relationship is different this article perspective on the past, customer participation, the relationship between the quality of these two variables on customer repeat purchase intention of. Situational choice: customer participation, the relationship between the quality of the two variable often in traditional industries into the B2C online shopping market research in the new context of both the customer repeat purchase intention.Although this study has made a certain amount of research, but there are still many limitations and shortcomings:The sample size is not large enough, the research areas of some narrow aspect of continuous improvement in the research process are needed to consider other factors, the effect of repeat purchase intention.This thesis can be divided into six parts:Firstly, it gives an introduction of this thesis.Secondly, it reviews some literatures related to this3variables.Thirdly, it points out the model and6hypotheses.Fourthly, it describes how to design this thesis, including questionnaire, methods, etc.Fifthly, it conducts statistics analysis by SPSS17.0, using so many methods.At last, it raises the resolution under the condition of the results just got. |
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