A Study On The Relationship Between Perceived Service Quality And Consumers' Repurchase Willingness

With the popularity of Internet technology, online shopping has become a normal form of consumer daily consumption. Previous research showed that the electric business enterprise website service quality is better to predict consumer online shopping attitude or behavior, but based on the perspective of transaction process research, perceived service quality is still a theoretical problem that is left and unsolved. Therefore, this study attempts to explore the influenced mechanism between perceived E-commerce service quality and consumer’s repurchase intention, and introduce the consumer expertise as a moderate variable.This paper selects the seller buying goods through the C2C electronic business enterprise, like taobao, as research object. This research uses the questionnaire to collect data, and apply statistics software SPSS for descriptive statistics, reliability and validity analysis, correlation analysis, variance analysis and regression analysis to verify research model. The main conclusions of this study are as followed:(1) the four dimensions of perceived E-commerce service quality model is verified, respectively function/design, enjoy, safe and reliable, and after-sales service; (2) the three dimensions of perceived E-commerce service quality (function/design,enjoy, after-sales service) positive influence on consumer’s repurchase intention; (3) consumer expertise partly moderates the relationship between perceived E-commerce service quality and consumer’s repurchase intention. The relationship between hypothesis H2a:consumers expertise moderates the relationship between website/design and consumers’repurchase intention, and H2b:consumer expertise moderates the relationship between security and consumer’s repurchase intention are obtained to verify. This study enriches the theoretical model between perceived E-commerce service quality and repurchase intention, provide online marketing activities with new marketing focus and direction.In this paper, according to the above research conclusion, this paper puts forward the corresponding marketing advice. Before trading, electricity enterprises should pay attention to the design of the website to ensure the appearance generous, easy to operate; In trading, website operation should pay attention to the emotional experience through online shopping, and make consumers perceive enjoyable; After the transaction, the enterprise should improve the corresponding after-sales service, and ensure that problems that consumers encounter can get timely communication and be solved.