Study On The Relationship Between Website Quality Of The Online Bookshop And Customer Repurchase Intention

With the rapid development of e-commerce, online shopping has gradually become a routine shopping pattern. Particularly, sharp increase in the number of online shopping crowd and the rapid growth of online shopping transactions, making many companies increasingly focused on the development, operation and maintenance of the website. For e-commerce websites that selling goods and provide services for a living, making the customers feel satisfied, reducing their perceived risk and thus enhancing their repurchase behavior during the transaction are essential to their survival and development. Thus, it is very necessary to study the quality of the e-commerce websites and their operational efficiency in depth. Only when the customer is satisfied with the shopping experience of the website, they may again make a purchase. Therefore, understanding the dimensions of website quality and developing the websites that enable customers and companies to interact with each other online easily have become the focus of many scholars.The researchers have taken the site quality evaluation of the customers who have extensive experience in online shopping as the research base, and researched the website quality from multiple scientific fields. They found that the site quality by multiple dimensions and developed the multi-dimensional Site Measures Scale. However, when the consumers purchase different types of products or service, they may need different information. Therefore, different quality dimensions of different websites should be distinguished during the researches.General customer online shopping behavior can be divided into two stages: the first stage is to encourage customers to make purchases online; second stage is to encourage them to repeat purchase, while the second stage is particularly important to the success of online merchants. Many studies have shown that merchants spend more time and effort to get the new customers than to retain existing customers. In fact, customer retention is often seen as a way to gain a competitive advantage, so online customer retention has drawn increasing attention of the e-commerce sites.This paper takes the online bookstore existing in the forest of the e-commerce site as the research object, and studies the impact of the site quality of the online bookstore site on the customer repeat purchase intention. We drawn on previous research of website quality and combined with the special nature of the research object, we supplemented and improved the measurement scale.The site quality of the online bookstore is divided into four dimensions: interactivity, ease of use, security and content. For the four dimensions of the website quality, this paper studies their impact on the customer satisfaction and perceived risk.The results of the research on repurchase intention displayed that customer satisfaction and content both are positively associated with repurchase intention; however, ease of use, perceived risk and switching cost all have little impacts on customer repurchase intention.