Online Consumer Experience And Repurchase Behavior Research

With the rapid development of the domestic economy,makeup,skin care products and other cosmetics and personal care products as consumer goods,has been more and more consumers,and with the improvement of the living standards of Chinese people,beauty products consumer demand continues to strengthen,bringing the future of China’s beauty products market huge capacity and market demand,China’s huge population and low per capita consumption of household goods and services,but also for the beauty industry to provide enough space for development,although the domestic beauty industry,although the rise late,but its consumption increased rapidly,will occupy a larger market.The rapid development of China’s mobile communication technology and the vigorous rise of the express delivery industry,for the development of e-commerce to provide a technology and logistics basis,while the people’s consumption patterns and consumption concepts have brought about great changes,with the development of e-commerce Chinese consumers have gradually integrated into the era of e-commerce,the beauty industry seize the people’s consumption opportunities,Quickly intervene in e-commerce channels,seize the e-commerce traffic dividends and expand suitable for Internet sales of all kinds of new products,ushering in a small peak in development.According to statistics,the total sales of cosmetics in 2018 reached RMB261.9 billion,an increase of 9.6%over 2017.The cumulative value of retail sales of cosmetics goods to June 2019 was RMB146.18 billion,up 22.5%YoY and 13.2%YoY.Among them,cosmetics network consumption accounted for more than 50%Based on this background,this paper begins to study the online consumption behavior of consumers of beauty products,which mainly studies the online experience and buy-in behavior of consumers,and provides quantitative empirical analysis for this research with the support of data analysis.As far as possible from the research to find the beauty industry online service marketing weaknesses or deficiencies,in order to develop appropriate countermeasures.Based on the data precipitated by e-commerce platform,this paper analyzes the consumer experience and consumer behavior,and obtains the important factors to improve the consumer experience and the consumption behavior of the purchase,and provides the decision-making basis and suggestions for the online business activities of the merchants.