Analysis And Research On Customer Repurchase Behavior Of Underpants Products Based On B2C

In recent years,the booming development of Tmall platform and various online brands has created new business models and changed consumer spending habits.People's spending habits on the Internet have shifted from pursuing lower prices to pursuing brands.With more powerful original offline entities entering the B2 C platform such as Tmall and JD,it brings a stronger competitive situation between brands.The consumption characteristics of Underpants are higher frequency.For the long-term development of online brands,how to improve the customer's repeated purchase rate is a major problem which operators of various Underpants categories must solve to maintain their competitive advantage.The research on how to improve repurchases in various literatures over the years has been very rich.However,from the perspective of brand owners,each strategic direction change and technical method changes will cost a lot of cost,the cost is limited,and it is not possible to cover everything.The pain point of the enterprise is how to apply the limited cost to the pain points of the enterprise at several key points that are most likely to have a positive impact.This paper summarizes the research on literature consumption by analyzing and summarizing the consumption habits of Underpants products,analyzing the five factors that influence customer repurchase behavior—site quality,customer perception,brand strategy,and transfer barriers.This paper theoretically analyzes their impact on customer repurchase behavior,and builds a metric for each factor by consulting a large number of literature and interviews with relevant industry experts.After the formation of the preliminary metrics,this paper made a preliminary indicator correction by interviewing with industry experts,combining with the expert's work experience and understanding of the underwear repeated purchase behavior.And then through a small sample pre-study,some items were deleted,and the large sample survey questionnaire was confirmed.After the large sample data was retrieved,the structural equation model was analyzed by SPSS21,and the weight of each indicator on the repeated purchase behavior was obtained.The empirical results show that among the influencing factors of customer repurchase behavior,customer perception has the greatest impact,followed by website quality and brand strategy,and the impact of transfer barrier is the least.Website payment security,store search convenience,product search convenience,category expansion,price stability,new store product risk are several factors that have a greater impact on repeated purchase behavior.