Research On The Influence Of Store Product Diversity On Customers' Repeat Purchase Behavior

With the intensification of market competition and the continuous emergence of oversupply of products,enterprises have to face the problems of customer loss and sales decline caused by insufficient product attraction.Whether it is a traditional supermarket chain or an online shop,how to win the favor of more consumers and retain consumers has become the biggest problem these enterprises need to face.Starting from the connotation of product diversity,this paper divides product diversity into three study dimensions:category diversity,specification diversity and quality grade diversity for the first time.Through the intermediary role of transaction cost,purchase desire and the moderating role of customer satisfaction,this paper studies the impact of product diversity on customer repeated purchase behavior.This study enriches the relevant theories of product diversity,transaction cost,purchase desire and customer repeated purchase behavior,and provides a new perspective for the study of customer repeated purchase behavior.After sorting out,extracting and summarizing the existing literature and theory of product diversity,combining with the actual situation of enterprises,this paper constructs a theoretical research model,and uses AMOS22.0 and multiple regression analysis to validate the model in stages,so as to deeply study the impact mechanism of product diversity on customer repeated purchase behavior.This paper considers that product diversity,category diversity and quality level diversity affect customer repeated purchase behavior through two mediating variables:transaction cost and purchase desire.With the increase of product diversity,category diversity and quality level diversity,it will reduce the transaction cost of consumers shopping in the same shop,and stimulate consumers to increase purchasing desire in the same shop.With the increase of transaction costs,the possibility of consumers placing orders in the same store will be reduced,and with the increase of purchasing desire,the possibility of customers’ repeated purchasing behavior will be increased.Online Tmall shops and offline supermarkets can also make full use of the results of this study,adopt practical product mix and promotion programs for different shopping objects,promote consumers’ repeated purchasing behavior,and obtain more profits.