An Empirical Study On Switching Costs Influencing Customer’s Repurchase Intention Under The B2C Mode

With China’s online retail market competition becomes more intense and the increasing customer acquisition costs, How to prevent the loss of existing customers has become a major problem to be solved to B2C electronic business enterprises. Although the positive role of customer satisfaction to customer loyalty has been confirmed by academia and practice circle, it cannot explain the satisfied customers’ transformation behavior and dissatisfied customers’ repurchase intention. Recently.switching cost has caused an extensive concern in the marketing academia, as it can prevent customer conversion behavior and maintain customer loyalty. How to reasonably use customer switching cost to enhance repurchase intention and maintain customers’ loyalty has important guiding significance to the B2C electronic business enterprise to make marketing strategy and implement customer loyalty plan.This paper based on the perspective of customer perception, on the basis of previous studies divide four dimensions of customer switching cost in B2C e-commerce environment, and then introduce customer satisfaction and alternatives attractiveness as moderator variables, the effect of switching cost on customer repurchase intention model and research hypothesis is put forward. After the design variables related research scale, this study use B2C shopping website as specific empirical research object and through the questionnaire survey to collect data,422 effective samples are obtained. SPSS21.0 multivariate statistical analysis software is adopted to verify the hypotheses proposed in this paper, including descriptive statistics analysis software on the sample data, the reliability test, validity test, factor analysis, correlation analysis and regression analysis.Results show that:1, Customer switching cost does not include the relationship switching cost under the B2C electronic commerce environment; 2, The procedures switching cost and opportunity switching cost have significant positive effects to the customer repurchase intention when the customer satisfaction and alternatives attractiveness are both relatively high.3,The opportunity switching cost and uncertainty switching cost have significant positive effects when the customer satisfaction and alternatives attractiveness are both relatively low; 4, The opportunity switching cost has significant positive effect when the customer satisfaction is relatively high and alternatives attractiveness is relatively low.5, Switching costs will lose function to the promotion of customer repurchase intention when customer satisfaction is relatively low and alternatives attractiveness is relatively high. Finally, this article proposed strategy suggestion to enhance customer repurchase intention in order to provide theoretical support and practical support for the implementation of competitive strategy and customer loyalty strategy for B2C electronic business enterprises through the empirical analysis. Due to various constraints, this study still remains some limitations, which werediscussed in the last part of this paper. With reference to these limitations, further research directions have also been presented.