Research On Influencing Factors Of Online Repurchase On B2C Electronic Commerce Platform

How to maintain and improve consumer loyalty is always one of the most important issues in business management.Marketing and consumer behavior research and practice have shown that cost of attracting a new consumer is several times more than maintaining an old consumer.The importance of loyal consumers to the enterprise is self-evident.In the internet and electronic environment,the initiative of consumption is increasingly inclined to consumers.Studying behavior of online consumers,especially to explore the mechanism of the factors influencing consumers‘ repurchase has important theoretical significance and practical value.It can not only promote the repurchase and improve loyalty of consumers,but also improve the quality of e-commerce service.First of all,basing on systematically analysis of the research from domestic and foreign scholars on the intention of consumers repurchase,this paper used text feature analysis to calculate the weight of each influencing factor.Thinking of the shortcomings of current research,this paper constructed theoretical model of online consumer repurchase behavior from satisfaction,trust and transfer obstacles which based on expectation-disconfirmation theory,consumer perceive value and theory of planned behavior.Secondly,this paper collected network consumption data through web crawler.The factors of theoretical model were quantified by using online customer reviews and business data.This paper selected the representative B2 C platform-Tmall as the sample and collected commitment services of sellers,refund speed,cumulative comments(comment time,comment,user level,etc.),freight fee,commodity prices and market price,etc.After preprocessing the data,the numerical data was quantified according principal component analysis.This paper used text affective computing to process the customer comments.We used dependency parsing and POS tagging to extract objects and evaluation words,and calculated the satisfaction according to affective dictionary.Finally,this paper used decision tree to analyze the quantified data in order to find the factors online consumers repurchase.Through the vertical and horizontal comparison of the obtained rules,we obtained the influencing method of different factors.The results showed that trust was the most influential factor,in which the role of business commitment was particularly evident.In terms of satisfaction,product satisfaction and service satisfaction impacted consumer repurchase positively.And it also found that for the higher habits users,compared to merchandise promotions,they paid more attention to store trust environment and service quality.And on the basis of conclusion,corresponding strategies and recommendations were put forward.The research work and conclusions of this paper have a certain reference significance for enterprises to further understanding behavior of online consumers,improve the level of online marketing decision-making and improve the quality of e-commerce service.