|Project Title:||Research on the Impact of Online Shopping Experience on Consumers’ Repeated Purchase Intention|
|Author:||Mr. Liu Xuze|
|Advisor:||Dr. Li Zhang|
|Degree:||Master of Business Administration (International Program)|
|Major:||International Business Management|
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020
Liu, Xuze. (2020). Research on the impact of online shopping experience on consumers’ repeated purchase intention. (Independent study, Master of Business Administration). Bangkok: Siam University.
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 an increasing number of consumers. However, enterprises are faced with serious problems such as homogenization of products and services, low customer loyalty, and so on. Accordingly, to improve the repeat purchase rate of users is the most important thing to maintain the competitive advantages of the brand and realize the profits and long-term development of the enterprise. This paper selects mobile shopping users as the research object, and explores the factors influencing the repurchase intention, and provides opinions or suggestions for reference to these e-commerce enterprises.
Firstly, this paper puts forward the hypothesis on the basis of combing and analyzing the relevant literature domestic and international, sorting out the relationship between the variables; then, drawing on the S-O-R model, basing on the perspective of customer satisfaction and taking the user’s mobile online shopping experience as the breakthrough point, this paper constructs the theoretical model of the impact of mobile online shopping experience on repeat purchase intention. This paper mainly uses the questionnaire to collect 263 users who have mobile online shopping experience in half a year as the sample data for empirical analysis. Showing on the data analysis software, this paper studies the influence mechanism between online shopping experience and repeat purchase intention of mobile shopping users. The final empirical analysis results show that: mobile online shopping experience has a significant positive impact on customer satisfaction; mobile online shopping experience has a significant positive impact on repurchase intention; customer satisfaction has a significant positive impact on repeat purchase intention; customer satisfaction plays a complete intermediary role between mobile online shopping experience and repeats purchase.
Keywords: Shopping, Online Shopping Experience, Customer Satisfaction Willingness to Repeat Purchases.
Research on the Impact of Online Shopping Experience on Consumers’ Repeated Purchase Intention
Master of Business Administration (International Program), Siam University, Bangkok, Thailand
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