An Empirical Study On The Influence Of Cybershop Service Quality On Customer Repurchase Intention

As the application of the Internet is becoming more and more popular, online shopping has become a popular consumer habit and lifestyle, the scale of online shopping users is also growing. And as the online shopping market continues growing, more and more shops choose to operate using the Internet channel. A cybershop need to attract and retain consumers through quality services, if it would like to occupy some market share and maintain its profitability and development. What dimensions does cybershop service quality include, how does each dimension respectively influence the customer repurchase intention and the regulatory role customer online purchase experience takes effect between cybershop service quality and customer repurchase intention, these are important issues that all cybershops are facing to create high quality service and improve customer repurchase intention.This paper first used the questionnaire survey to collect first-hand data, and then use the statistical software SPSS to carry out descriptive statistical analysis, reliability and validity analysis, correlation analysis and regression analysis, empirically studying the influence of the cybershop service quality on customer repurchase intention and the regulatory role customer online shopping experience played as well. Specifically, this paper studied the influence of the six dimensions of cybershop service quality on customer repurchase intention, and on this basis, further analyzed the regulatory role the customer online purchase experience operated in the process of influencing customer repurchase intention.By analyzing the first-hand data obtained through questionnaire, this paper drew the following conclusions: the cybershop service quality positively effect customer repurchase; usefulness dramatically positively effect customer repurchase; responsibility positively effect customer repurchase; reliability positively effect customer repurchase intention; empathy positively effect customer repurchase; safety can`t effect customer repurchase; online shopping experience adjusts the correlation between cybershop service quality and customer repurchase intention; online shopping experience positively adjusts the correlation between usefulness and customer repurchase intention; online shopping experience positively adjusts the correlation between responsibility and customer repurchase intention; online shopping experience can`t adjust the correlation between reliability and customer repurchase intention; online shopping experience positively adjusts the correlation between empathy and customer repurchase intention; online shopping experience can`t adjust the correlation between safety and customer repurchase intention.Finally, according to the results of the empirical research,this paper not only provided some inspirationfor the cybershop to improve its service quality, and thus improve customer repurchase intention, but also put forward some suggestions for the shopping platform. This study has the following two innovations, one is examining the influence of cybershop service quality on customer repurchase intention, the another is verifying the regulating effect of customer online shopping experience on customer repurchase intention.