A Study On The Influence Of We Media On College Students' Repurchase Intention

With the promotion of Web2.0 technology,a new way of shopping came into being--from the media through to shopping,people can through micro-blog,WeChat public account or a circle of friends and other emerging media to buy goods.This paper from the media platform and university students together,the study results are helpful to understand the influence of media on the repurchase intention of College Students',and according to the degree of important factors,can promote students to repurchase intention factor allocation more marketing resources,maintain the customer repeat purchase rate,improve enterprise performance,which is the purpose of this thesis.The research methods include literature induction,empirical research and data analysis.First through the inspection of the relevant documents related theory are discussed,and on the basis of the establishment of a theoretical model,in this model,information quality,interaction quality,brand communication,consumer satisfaction and switching costs are independent variables,since the media trust and trust products is an intermediary variable,repeat purchase intention is the dependent variable.On the basis of the research variables,a questionnaire was designed,which was distributed through the questionnaire and questionnaire.The collected data were analyzed by reliability analysis,validity analysis,correlation analysis and regression analysis.Through data analysis,conclusions of the study are as follows:information quality,interaction quality,brand communication,consumer satisfaction and switching costs have a significant positive impact on media trust;information quality,brand communication and consumer satisfaction have significant positive effects on trust products;from the media trust has significant positive effects on self trust products;the media trust and trust products to college students' repurchase intention has a significant positive effect.This paper put forward relevant suggestions according to the research results to improve the quality of self media platform,focus on the quality of information from the media and interactive,enhance consumer trust;change brand communication concepts,actively use the platform from the media from the media;improve switching costs of consumers,to maintain customer loyalty on the media;enhance consumer confidence,strengthen consumer guide repeat purchase intention.