| Online consumption grows in recent years and becomes a main way of consumption, which can’t be ignored by the enterprise and the business men. The unique characteristics of Internet such as convenience, independent choice, low-cost, personalized service are highly sought after and favored by consumers, which means great market potential and development prospects. At the same time, these advantages indicate that the competition between e-commerce enterprises is increasingly fierce. Enterprises gradually transfers from attracting new customers, improving customer growth rate to maintain the regular customers and promoting present customers to make repurchase-decision. The research of a U.S. strategy consulting company shows that the profit of the enterprise can be increased by 25% to 85% when the customer retention rate is 5%. Therefore, understanding factors that affect the customers’repurchase behavior is an important marketing strategy for enterprises to increase their profit. In this paper, we choose HangZhou residents as research samples and make a study on the influence factors of the network of tea and tea products. On one hand, tea and tea products are healthy beverage and currently are one of the world’s largest consumption as traditional drinks; On the other hand, the tea industry not only occupies a pivotal position in our country’s agricultural product, but also carrier of Chinese long history culture. However, compared with industries such as garment industry, electronic industry etc, The particularity of tea and tea products such as taste, quality, new or stale tea are difficult to identify. Thus, dissatisfaction of first purchasing intention leads to customers’low repurchase rate. At present, there are few empirical studies on factors affecting the purchase of tea and tea products online especially on the basis of customer satisfaction. So this study has a certain theoretical and practical significance.On the basis of previous study model regarding consumer network consumption and research situation, this paper selects customer satisfa-ction as a mediator, through the empirical research on perceived value, brand familiarity, online service quality, logistics service quality, consumer satisfaction and repurchase intention to consider factors that may influence consumer satisfaction and repurchase intention from different angles. At the same time, in order to help tea companies do specific business in the targeted market, the paper will consider individual characteristics which may also affect consumer repurchase and give some relevant suggestions. The key of this paper is to clarify the influence of perceived value, brand familiarity, online service quality, logistics service quality on consumer satisfaction and understand the mechanism of mutual influence.Based on the previous literature and research situation, this paper selects perception of product quality, brand relationship quality, online service quality, logistics service quality as independent variable, consumer satisfaction as the intermediary variable, repurchase intention as the dependent variable.A total of 400 questionnaires were issued in this research, and finally 249 valid questionnaires were investigated. Study results shows:1. Perception of product quality, brand relationship quality, online service quality, logistics service quality are positively affecting consumer repurchase intention.2. Consumer satisfaction has a positive effect on consumer repurchase intention.3. Perceived value, brand relationship quality, online service quality, logistics service quality are positively affecting consumer satisfaction.4. consumer satisfaction partly mediates the relationship between the independent variable (perception of product quality, brand relationship quality, online service quality,logistics service quality) and the dependent variable (consumer repurchase intention). At last, the research puts forward some suggestion, the limitation and future prospects. |
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