Research On The Impact Of Customer Value On Customers' Repurchase Intention In Online Shopping Environment

With the development of Internet,e-commerce shows a trend of rapid development,online shopping has changed the way customers buy goods and enjoy services,more and more customers are accustomed to the use of electronic commerce website to replace the physical store when buying things.China Internet Network Information Center(CNNIC)released in 2015 C hina online shopping market research report,the report shows that by December 2015,the scale of C hina's online shopping user has been up to 413 million,with an increase of 14.3%.At the same time,the scale of China's mobile Internet shopping user was 340 million,with an increase of 43.9%.In 2015 China's network shopping market continues to maintain rapid development,these advantages indicates that competition between e-commerce enterprises will be increasingly fierce,the main task of enterprises will change from attracting new customers and improving customer growth rate to stimulate online customer's repurchase intention.Repeat purchasing customers can bring about 5 times the profit of new customers,but more than 50% repurchasing customers rarely have the third purchasing behavior.Therefore,it is an important marketing strategy for e-commerce enterprises to understand the influencing factors of online shopping customer's repurchase intention and to use these factors to influence customer's shopping perception and improve their repurchase intention.Based on the above background,this paper focuses on the effect of customer value on customer's repurchase intention,and studies on different mechanisms customer value on repurchase intention under the mediating role of adjusted expectation and the moderating role of online shopping habits in order to develop and provide a theoretical reference for the marketing strategy based on customer's perspective for business.Based on the literature review,this paper puts forward 17 hypotheses,and uses the method of large sample questionnaire to obtain validation data.There are 311 valid samples' data are analyzed by SPSS21.0 to realize the empirical test of the relationship between variables.The test results show that:(1)The three dimensions of customer value(confidence benefit,perceived equity and perceived price)have a significant positive effect on ad justed expectation and customer's repurchase intention;perceived sacrifice has a significant negative impact on the adjusted expectation and customer's repurchase intention.(2)Adjusted expectation respectively plays a mediating role in the relationship between confidence benefit,perceived equity,perceived price and customer's repurchase intention;and in the relationship between perceived sacrifice and repurchase intention of customer its mediating effect is not significant.(3)The effect of confidence benefit,perceived sacrifice and perce ived price on repurchase intention is stronger for low-habit online customers than for high-habit online customers,but the hypothesis that the effect of perceived equity on repurchase intention is stronger for high-habit online customers than for low-habit has not been verified.Finally,this paper summarizes conclusions of the research,and puts forward some marketing suggestions,research deficiencies and future research direction,in order to lay the theoretical and practical basis for the development of online shopping.