Research On The Relationship Among E-service Quality, Customer Satisfaction And Customer Repurchase Intention Base On Mobile Onlin Shopping

According to the23th National Internet Development Statistics Report, by December of2013, there are302million online shopping users in China, and the penetration rate is24.7%. According to the National Online Retail Market Data Report, in first half of2013, transaction size of China’s online retail market accounted for6.8%of national total retail sales. After years of fierce price war, it becomes a huge challenge how the domestic e-businesses achieve customer satisfaction and customer repurchase intention.According to the present situation of mobile online shopping, this paper adjusts the three-stage online shopping service quality evaluation model to bulid the research model and assumptions based on the literature review. This paper uses SPSS19.0to analyze the reliability and validity of the scale, and the results show well. The results of exploratory factor analysis indicate that the pre-sale quality has been affected by website design and website information, the in-sale quality has been affected by transaction communication, transaction integrity, website security and transaction informantion and the after-sale quality has been affected by reliability and humanization. According to the correlation analysis and SEM test results, this paper gets following conclusions:(1)The online shopping service quality and its factors have significant relationship with customer satisfation and customer repurchase intention;(2)The pre-sale quality, in-sale quality and after-sale quality have significant positive impacts on customer satisfaction, and the impact size sequence is after-sale quality, pre-sale quality, in sale quality;(3)Customer satisfaction has significant positive impacts on the customer repurchase intention;(4)pre-sale quality, in-sale quality and after-sale quality have indiect effects on customer repurchase intention through customer satisfaction, In addition, the after-sale quality has direct effect on customer repurchase intention.Finally, based on the empirical research conclusions, this paper puts forwards several advices to help mobile retail E-businesses improving customer satisfaction and customer repurchase intention through targeted promotion of E-service quality of particular stage.