Research On The Influence Of Domestic Mobile Online Shopping After-sales Service To Customer Repurchase Intention

According to 《The35th Statistical Report on Internet Development in China》 byCNNIC, the number of Chinese online shopping users are361million with a growth rate of19.7%, an increase of59.53million compared with the end of2013, and the online shoppingproportion increased from48.9%to55.7%at the end of December2014. The market share ofChina-made mobile phone is73.4%in the overall mobile phone market in2014by theSino-retail data and the sale of HUAWEI、XIAOMI、lenovo is in the top five of Chinamarket sales. With the development of B2C and the change of Consumer shopping behaviorand the attention of every company, the online sales of China-made mobile phone is82.69million in2014and the proportion in all market sales is18%with a increase of56.6%compared with the last year. The mobile online shopping is becoming the first choice forconsumer by the change of mobile marketing method because the mobile sale markettransform to online.It is important for Manufacturers to make a reasonable strategy to care thefactor of after-sale service satisfaction and consumer behavior when they face on the saturatedmarket after the initial price war.Based on the review of previous studies and actual situation of China-made mobileafter-sale service, my article establish the research model and hypothesis about the quality ofservice、perceived value、consumer satisfaction and the customer repurchase intention. Myarticle made a two state analysis based on SPSS software after theory establishment:(1)Pre-investigation. The number of questionnaire is47but the effective number is43and finally get the questionnaire when I research on reliability and validity of the quality ofservice、perceived value、consumer satisfaction and the customer repurchase intention afterdelete the un-relevant project.(2)Empirical analysis. Through the questionnaire star site were distributed300questionnaires,298valid questionnaires. Descriptive statistical analysis using SPSS software, and the reliability and validity of the questionnaire once again to verify. Then to do correlationanalysis and regression analysis between variables, finally do mediating effect analysis.The article get the following conclusions by pre-research and empirical analysis: thequality of service and perceived value have the positive effect on consumer satisfaction andthe customer repurchase intention; consumer satisfaction have a intermediary effect betweenquality of service and customer repurchase intention; consumer satisfaction have aintermediary effect between perceived value and customer repurchase intention. Finally, thearticle make some advice about mobile after-sale industry by the research on every factor.