Research On The Effect Of Compensatory Trust Repair On Repurchase Intention Under The Perspective Of Customer Participation

With the continuous development of the Internet, the development of electronic commerce is very rapid. In the era of prosperity and development of electronic commerce, online shopping is more and more important in the network economy, the rapid growth of online transactions, online shopping is penetrating into people’s daily life. In 2015, China’s online transaction has reached up to one billion yuan, ranking first in the world, China’s e-commerce is rapidly developing, and it also has a huge change.With the rapid expansion of online shopping, but the logistics system is not perfect,fake and inferior commodities filled among the internet, complaints of consumers is also increased greatly, complaints often occur, consumers feel they have been deceived and hide, then it affects their trust to online shopping, the trust crisis highlights. More and more discussions about network trust repair are discussed. Economic compensation and other compensatory repair strategy has been considered as appropriate and direct trust repair strategy, and widely used network business. But trust repair needs people to work together, if the breach side can make the injured party change from a spectator to trust the restoration of participants, the effect of trust repair will strategy be better.After reading lots of related literature, this paper choose the perspective of customer participation to analysis the impact of trust repair to repurchase intention after,then we construct a theoretical model, and put forward the corresponding hypothesis. In order to verify the correctness of the model hypothesis, we design a questionnaire to analyze the data. The questionnaire is widely distributed and has a representative, after the recovery of the questionnaire according to several criteria to select a valid questionnaire, and then export the survey data. In order to verify the hypothesis we use the statistical software SPSS19.0 to carry out the relevant mathematical statistics analysis. Finally, the theoretical model is modified according to the conclusion. At the end of the paper, according to the research and analysis results, put forward the scientific method for the related businesses, Enterprises can use the least resources to save the customers, and improve customer satisfaction, ultimately increase the sales.