A Study Of The Influence Of The Electronic Business Service Quality On Online Customer’s Satisfaction And Repeated Consumption Willingness

According to the26th National Internet Development Statistics Report shows, By June2010, there are more than420million internet users in china, the penetration rate is31.8%.According to the report, the network shopping rate is33.8%in the whole behavior of internet,the growth rate of it is45.9%. It is undeniable that with the rapid developing of China’sInternet, the model of E-commerce has been gradually accepted by the majority of internetusers. Though the market space of the internet is enormous, it is very competitive. Facing thefierce competition of market, it is became necessary for the company to know the realinfluencing factors of customer satisfaction and repurchase intention in the internet, then thecompany could make targeted marketing strategy with the help of it.In this paper, the author sum up and learn a lot from the past researchs, combined withthe new development of e-commerce and network marketing theory, trying to find out theinfluence of the quality of e-commerce services on the online consumer satisfaction and theirwillingness to repurchase through empirical research. Author selected the ease using of site,security and privacy, service reliability, customer care and site reactivity as the measuredvariables of e-commerce. Satisfaction is used as the intermediate variable. On the basis ofthese efforts, we try to find out the influence of the quality of e-commerce services on theonline consumer satisfaction and their willingness to repurchase. With the help of the pastresearch results on the customer behavior, author established a hypothesis model, andvalidated the hypothetical model with the help of Spss17.0Amos17.02statistical software.Through the empirical results we can found that the quality of e-commerce services havea significant impact on customer satisfaction, its measured variables have a significant impacton customer satisfaction, the service reliability is the most significant one. Customersatisfaction is a complete mediating variable in the e-commerce service quality measurementvariable impact on repeat purchase intentions. E-commerce service quality measurementvariables through the mediating variables can play a significant impact on repeat purchaseintention. In addition, the study found that in the environment of e-commerce services, theregulatory role of switching costs on customer satisfaction and repeat purchase intention isnot obvious.