Influences On The Customer Repurchase Intention Of B2C E-Commerce: An Empirical Research

In recent years, the rapid development of Internet and e-commerce (EC) not only created new commercial behavior and economic model, but changed our living customs. Our shopping behavior has extended from traditional store to Internet store. Internet shopping has just been in its childhood in China now. Most of customers only regard it as an "attempt", not a "habit". Therefore, e-retailers are faced with such avoidable important problems as how to construct customer relationship systematically and how to improve customer's repurchase intention and corporation's profit, for the sake of maintain competition advantage of Internet store.Based on others theoretical research, the paper sums up the study about social exchange theory, investment model and customer perceived value, proposes the components of customer's repurchase intention and analyzes the impact between these components with customer's repurchase intention. To prove the existence of the impact, the paper searches and analyzes abundant literature in order to bringing up the indicators of the various factors, and form a questionnaire, which through a series of questionnaires testing and rectifying to provide a guarantee for further demonstration. After receive the data of the questionnaire, the paper used SPSS 11.5 for the first exploratory factor analysis of small samples to the deletion of sub-standard indicators and form a preliminary factors. The paper optimized questionnaires, conducted large sample questionnaire survey and analyzed the reliability of various indicators to enhance the validity of the questionnaire. Then applied LISREL8.70 to conduct a confirmatory factors analysis to verify the fitting degree, distinction and validity degree, and based on these analyzes, this paper verified the total model structure.The conclusion shows that CS has a significant effect on RI and eSQ has a great effect on RI too. However, CPV and SB aren't direct influencing RI but through the medial variable CS to take effect on RI. Finally, evidence-based analysis of the results are discussed and analyzed, the paper proposed the advices to promote customers'repurchase intention in B2C e-commerce, and analyzed the lack of this study.