Research On The Impact Of Mobile Online Shopping Experience On Consumers' Repurchase Intention

With the rapid development of mobile Internet technology and the popularity of mobile terminals such as tablet computers and smart phones,mobile shopping,a new shopping mode,has been favored by more and more consumers.However,mobile shopping enterprises are facing serious problems such as homogeneity of products(services)and low customer loyalty.Improving the repeat purchase rate of customers is the most important thing for these enterprises to maintain the brand competitive advantage and realize the profitability and long-term development.This paper based on mobile online shopping experience,chooses mobile shopping users as the research object to explore the factors affecting the willingness to repeat purchases in order to provide reference opinions or suggestions for these enterprises.Firstly,this paper puts forward the research hypothesis based on combing and analyzing the relevant literature at home and abroad and clarifying the relationship between variables.Then,this paper constructs a theoretical model of online shopping experience affecting repeat purchase intention from the point of user's mobile online shopping experience,based on the S-O-R model and the perspective of customer satisfaction.In this paper,we gather 263 users who have experienced mobile online shopping in the past six months by questionnaire as sample data for empirical analysis.Through data analysis software,the impact mechanism between online shopping experience and repeat purchase intention of mobile shopping users is qualitatively studied.The final empirical analysis results show that: online shopping experience has a significant positive impact on customer satisfaction;online shopping experience has a significant positive impact on repeat purchase intention;customer satisfaction has a significant positive impact on repeat purchase intention;customer satisfaction acts as a complete intermediary between online shopping experience and repeat purchase intention.Based on empirical analysis,this paper puts forward some strategies or suggestions for the development of mobile shopping enterprises.(1)Taking sensory experience as a starting point to improve consumers' shopping satisfaction;(2)Focusing on emotional experience,building a "utopia" of consumers;(3)Guiding consumers to think independently from the point of thinking experience;(4)Taking action experience as the key point to optimize consumers' shopping process;(5)Focusing on the related experience,deepening the loyalty and belonging of consumers.