| The implementation of a comprehensive two-child policy for the baby industry with new opportunities for development,and for the rapid development of children’s wear market provides favorable conditions.At the same time,but also for the children’s wear industry to bring more intense market competition,many children’s wear brands and enterprises,whether well-known or not,will compete for children’s market share and efforts.In order to occupy a more favorable competitive advantage in the children’s wear industry,on the one hand,children’s wear companies need to find ways to attract more customers to buy their products,on the other hand also need to develop their loyal customers,that retain the existing customers,so that they form a duplicate purchase intention.Therefore,the paper take the children’s wear as the object,the children’s wear repurchase intention and its influencing factors have been the main study object.First of all,the related literature of the children’s wear repurchase intention were sorted out and analysis,for exploring the impact of children’s wear purchase intention factor content;.Then,according to the consumption characteristics of children’s wear,the paper constructs the theoretical model of childrens’wear perceived value,childrens’ wear customer,childrens’ wear customer trust,childrens’ wear switching cost,childrens’ wear brand preference to childrens’ wear repurchase intention.And draw the following conclusions:(1)There was a significant positive correlation between the childrens’ wear repurchase intention fatctor and the influencing factors.Among them,the correlation coefficient between childrens’ wear repurchase intention fatctor(RI)and the factor of childrens ’ wear customer trust(CT)was 0.878.The correlation coefficient between the childrens ’ wear repurchase intention fatctor(RI)and the factor of childrens’ wear brand preference(BP)was 0.820.(2)There was a significant positive correlation between the influencing factors of childrens’ wear repurchase intention fatctor..Among them,the correlation coefficient between the factor of childrens’ wear brand preference(BP)and the factor of childrens’wear customer(CS)was 0.841.The correlation coefficient betweenthe factor of childrens’wear perceived value(CV)and the factor of childrens’ wear customer(CS)was 0.832.(3)There was a significant positive correlation between the degree of education of the respondents and the influencing factors of childrens’ wear repurchase intention fatctor..There was a significant positive correlation between the gender of the respondents and the factor of childrens’ wear customer(CS).There was a significant negative correlation between the age of the respondents and childrens’ wear repurchase intention fatctor(RI)and the factor of childrens’ wear customer trust(CT).(4)Regression equation RI=0.018CV+0.260CS+0.544CT+0.107SC+0.108BP ws established.It’s known that,The effect of the factor of childrens’ wear customer trust(CT)to childrens’ wear repurchase intention fatctor(RI)was relatively large.The effect of the factor of childrens’ wear customer(CS)to childrens’ wear repurchase intention fatctor(RI)was relatively moderate.The effect of the factor of childrens’ wear perceived value(CV),the factor of childrens’ wear switching cost(SC),the factor of childrens’ wear brand preference(BP)to childrens’ wear repurchase intention fatctor(RI)was relatively small.Finally,this paper analyzes the measures and successful experiences of the Balbara children’s clothing brand in the construction of customer’s repurchase intention so as to provide reference for other children’s clothing brand. |
