Research About Customer Participation’s Effect On Repurchase Intention In Online Shopping Context

With the development of the Internet, electronic commerce showing a trend of rapid development, more and more customers are used in the online shopping instead of online store shopping, online shopping has gradually changed the customers to buy goods and services.The network seller is also increasingly fierce competition between enterprises, the main task is from attracting new customers and continuously improve customer growth rate to stimulate customer repurchase intention. Customers are the ultimate source of sustainable competitive advantage, only to establish the relationship between the enterprise and the customer and maintain the relationship in a long-term and naturally beneficial level,the enterprise can continue to obtain profits. Under the background of the Internet e-commerce enterprises keep sustainable competitive advantage must make efforts to solve the major problem is how to make full use of Internet to build customer relationship, the existing network service model for effective innovation, so as to enhance the customer’s repeat purchase intention.It has been studied that appropriate and effective customer participation is beneficial to improve customer satisfaction, deepen the quality of the relationship between the two sides, thus promoting the establishment and improvement of customer repeat purchase intention.But for customer participation in the end how to influence customer repurchase intention, customer participation and customer repurchase intention is through the intermediary variables of relationship quality influence, between variables, what is what relation, the academic circles exist certain differences, related empirical studies are lacking,and pay attention to industry is also very limited.Based on this, based on the online shopping industry as the research background,starting from the online shopping customer’s participation in the service process, discusses the relationship between customer participation, quality and repurchase intention relationships. On the basis of reviewing the relevant literature, this study put forward the hypothesis that the influence of customer participation on the repurchase intention, and constructed the theoretical conceptual model.Taking the online shopping customers as the research object, using SPSS19.0 to analyze the data collected from the 192 questionnaires,the hypothesis and the model were tested,the relationship between customer participation,relationship quality and repurchase intention was verified in this study. This paper finally draws the following main conclusions:(1) In the context of online shopping customer participation has a significant positive effect on repurchase intention, but the four dimensions of customer participation to repeat purchase intention and the degree of influence is different, which prepared in advance of the greatest influence, interpersonal interaction times, the three influencing factors is co responsibility, information sharing is to repurchase intention without significant effect.(2) Situation of online shopping customer participation on the quality of relationship satisfaction and trust dimensions have significant positive effect, which the four dimensions of customer participation of trust has significant influence, but customer participation in the information share dimension of satisfaction is not significant.(3) The relationship quality has a significant positive effect on repurchase intention in online shopping context. The relationship between customer satisfaction and customer satisfaction is the greatest impact on the repurchase intention, and the second is the relationship between the customer satisfaction and the customer satisfaction.(4) The relationship between the quality of customer participation and repeat purchase intention plays an intermediary role. Moderately effective customer participation can create value for both the enterprise and the customer, and enhance the customer’s repurchase intention. This effect is achieved through customer satisfaction and customer trust, that is, customer participation through a positive impact on relationship quality, and then affect the formation of customer repeat purchase intention.