An Empirical Study On Influencing Factors Of Online Shopping Repurchase Intention

The popularity of Internet and information technology has been increasing the opportunities of e-commerce and online shopping. Electronic commerce has gradually proven to be a promising channel of choice for consumers. At the same time, the nature of the Internet enables consumers to switch easily among online shopping websites, which makes it more difficult for shopping websites to retain consumers compared to traditional retailing. Along with retaining existing customers’repurchase intention becomes hard for the shopping websites, customer churn rate increased which challenges the survival of the major shopping websites.By reviewing many previous literatures on online shopping, it’s found that satisfaction has always been an important factor impacting customers’repurchase intention, so did a lot of scholars paid attention to satisfaction. In fact, in addition to satisfaction there are a lot of other factors that will affect customers’repurchase intention. Therefore, we refer to the PPM (Push-Pull-Mooring) model in human geography literature and consider the relationship quality (satisfaction and trust) between customers with the shopping website along with attractiveness of alternative and consumer inertia to explore their combining effect on repurchase intention. By doing this makes up the shortcomings of the traditional model which considers only customer satisfaction while ignoring corporate competition and consumer characteristics. What’s more, this study includes switching costs and the forming factors of the relationship quality and consumer inertia in order to highlight the relationship between consumers and shopping websites in the competitive e-commerce environment is hard to establish and easy to change. Then the paper discussed how to improve repurchase intention of consumers by enhancing the relationship quality and other measures. This study hopes to provide a direction for the online shopping industry as well as other e-commerce business website operators to maintain and even improve customer retention and to help maintain and even increase the performance and the profits.This study used questionnaires to collect sample data and collect data from452respondents who have online shopping experience. We use SPSS21.0to analyze the questionnaire data and then use PLS (partial least squares, PLS) to analyze the overall structural equation model. Then we use Smart PLS2.0analysis software to examine the hypotheses in the study and finally conclude the following findings:1. The research shows that relationship quality (pull effect) along with attractiveness of alternatives (push effect) and consumer inertia (mooring effect) all have direct effects on repurchase intention. Besides, the mooring effect proves to be higher than the other two factors.2. The moderating effects of switching costs on repurchase intention prove to be insignificant.