A Study Of The Impact Of E-service Quality On Repeated Consumption Willingness

According to the 40 th National Internet Development Statistics Report shows,By June 2017.there are more than 751 million internet users in china,the penetration rate is 54.3%.According to the report,the network shopping rate is 66.4% in the whole behavior of internet,the growth rate of it is 9.0%.It is undeniable that with the rapid developing of China's Internet,the model of Ecommerce has been gradually accepted by the majority of internet users.Though the market space of the internet is enormous,it is very competitive.Facing the fierce competition of market,it is became necessary for the company to know the real influencing factors of customer satisfaction and repurchase intention in the internet,then the company could make targeted marketing strategy with the help of it.In this paper,the author sum up and learn a lot from the past researchs,combined with the new development of e-commerce and network marketing theory,trying to find out the influence of the quality of e-commerce services on the online consumer satisfaction and their willingness to repurchase through empirical research.Author selected the ease using of site,security and privacy,service reliability,customer care and site reactivity as the measured variables of e-commerce.Satisfaction is used as the intermediate variable.On the basis of these efforts,we try to find out the influence of the quality of e-commerce services on the online consumer satisfaction and their willingness to repurchase.With the help of the past research results on the customer behavior,author established a hypothesis model,and validated the hypothetical model with the help of SPSS19.0 statistical software.Through the empirical results we can found that the quality of e-commerce services have a significant impact on customer satisfaction,its measured variables have a significant impact on customer satisfaction,the service reliability is the most significant one.Customer satisfaction is a complete mediating variable in the e-commerce service quality measurement variable impact on repeat purchase intentions.E-commerce service quality measurement variables through the mediating variables can play a significant impact on repeat purchase intention.