A Study On The Impact Of Shopping APP Marketing Features On Network Consumer Repurchase Behaviors

With the continuous development of Internet,a smart phone has become a necessity of life.Many smartphone APPs have also emerged.More and more enterprises feel the marketing effects brought by APPs: compared to traditional marketing,it will be more convenient,faster,more efficient,etc.,and also feel the marketing advantages brought by APPs: it brings custermer lower cost,more personality and so on.Therefore,it is necessary to research the influence of APP marketing features on network consumer repurchase behaviors.This paper studies the relationship between shopping APP marketing features,consumer satisfaction and network consumer repurchase behaviors,which can not only expand the research content of consumers' post-purchase behavior,but also provide suggestions for the development of related enterprises.In many theories of consumer behavior research,S-O-R model proposed that external factors or stimulus would influence the internal state of consumers and further affect the behavior or response;the 4C marketing theory also points out that the marketing at present should be consumer-centered and focus on the satisfaction of consumer needs.How to meet the needs of consumers and what extent consumer needs are satisfied require the measurement of consumer satisfaction.Therefore,this paper mainly explores how shopping APP marketing features will affect consumer satisfaction after the first online shopping behavior of consumers,and how they will further influence the network consumer repurchase behaviors.In order to more clearly reflect the influence of shopping APP marketing features on consumer purchase behavior,this paper selects the six authoritative features at present: richness,immediacy,interactivity,low cost,accuracy and trans-temporal.Then,consumer satisfaction was introduced as the mediating variable,and finally four categories of hypotheses were proposed,and SPSS24.0 was used for verification.Later,315 questionnaires were collected,258 of which were valid,and the following hypotheses were verified: firstly,shopping APP marketing features and their richness,low cost,accuracy and transtemporal positively affect the network consumer repurchase behaviors,while the impact of immediacy and interactivity is not significant;secondly,shopping APP marketing features and their interactivity,low cost,accuracy and trans-temporal positively affect the network consumer repurchase behaviors,while the impact of richness and immediacy is not significant;thirdly,consumer satisfaction positively influences the network consumer repurchase behaviors;fourthly,consumer satisfaction plays a partial mediating role between shopping APP marketing features and their six features and the network consumer repurchase behaviors.At the end of the paper,the following suggestions are proposed for related enterprises: firstly,enterprises can constantly optimize the accuracy of shopping APP marketing;secondly,enterprises should pay attention to brand image building;thirdly,to enhance consumer stickiness through instant interaction;fourthly,to establish and improve the supervision and feedback mechanism.