Relationship Between Manufacturing Enterprise’s Websit Service Quality And Cust-Omer Re-Purchase Behavior

With the deepening of the reform and opening-up, per capita disposable income in our country quickly increases and intelligent terminal, such as computer and smart phone, becomes more popular, as well as the network technology rapidly develop. So online shopping has changed the way of consumption form. Under the increasingly fierce environment between the online and offline consumption, how to make online consumption better, faster, and healthier develop is currently important problem to be urgently solved.Previous studies have focused on e-commerce operation platform, such as Jing Dong Mall and Tao Bao Mall, lacking study on online mall that it was built by traditional manufacturing enterprises. At the same time, previous studies have not treated network trade as a process, ignoring the periodical characteristics of online transactions.Based on the perspective of process, this paper divides the network transaction into three stages (before the deal, in the deal, after the deal). We have established partial least squares structural equation model, regarding online mall service quality of manufacturing enterprises (pre-sale quality, on sale quality, after-sale quality) as exogenous latent variables, customer trust and customer satisfaction as intermediary variables, customer repetitive shopping behavior as internal latent variable.By running the R software, we find:online mall service quality of manufacturing enterprises (pre-sale quality, after-sale quality) not only be the direct antecedent of customer repetitive shopping behavior through customer trust, but also indirectly affect customer repetitive shopping behavior. Customer satisfaction is committed to upgrading the customer trust, at the same time indirectly affect the customer repetitive shopping behavior; Online mall service quality of manufacturing enterprises (on sale quality) and customer satisfaction hve no significantly positive influence to customer trust. Conclusions have certain referenced value for manufacturing enterprises to implement e-commerce and customer loyalty.