The Consumer's Repurchase Behavior After Their Giving Negative Feedback

Nowadays,with the rapid development of mobile Internet,online shopping became an indispensable part of our life.However,information asymmetry risk is higher in this environment and Consumer Relationship Management(CRM)became increasing important.Then how can the seller online deal with the relationship with their consumer if they lived through unpleasant shopping in his shop and gave negative feedback?Precious research have shown that even if consumer experienced unhappy shopping,they may make repurchase decision in same shop again.However,most research about repurchase is under positive circumstance,that is to say if people have pleasant shopping experience before,whether they would choice repurchase.And part of repurchase research is under negative environment,but they concentrate on strategy for company to recall consumer,like service recovery.Previous research ignored the factors like consumer online repute and seller's repute.This paper wants to investigate the relationship between consumer online repute and their repurchase behavior.To be specific,can consumer online repute influence whether they make repurchase decision and when they decide to repurchase?Can the seller's reputation play a moderating role during this process?We integrated theories of consumer's negative feedback,consumer relationship management,online repute,the seller's reputation and repurchase behavior,and set up three hypothesizes to illustrate questions mentioned above.We collect part of eBay selling data,use SPSS 19.0 to do ANOVA and regression analysis,and we find that;After consumer experience unhappy shopping online and give negative feedback,the people with higher repute have higher chance to make repurchase decision,but they will take longer time to make this decision;on the contrary,the consumer with less repute have less chance to make repurchase decision,however,once they decide to repurchase,it will take less time for them to make this decision.The seller's reputation plays a moderating role during this process.This research is a complementary research about repurchase process,and it is a supplement of consumer relationship management,it can help the sellers online recall their consumer after they give negative feedback.