Research On The Relationship Between Online Consumption Experience Of Mobile Online Shopping Platforms And Customers’ Repeated Purchase Intention-the Intermediary Role Of Perceived Value

With the rise of online shopping boom,the scale of online shopping users is gradually increasing.Relevant reports show that as of December 2018,the scale of online shopping users in China has reached 817 million,and the number of mobile internet shoppers reached592 million,accounting for 79.9 percent of mobile Internet users.Online shopping has become the most popular consumption mode in the contemporary era.In this case,how to improve the customer’s online shopping experience,and promote the customer’s willingness to re-purchase is an urgent issue for businessmen and scholars in the field of business management.Therefore,this paper focuses on mobile phone online consumer experience,perceived value and customer repurchase intention,and analyzes the impact of consumer experience on perceived value and customer repurchase intention under the network environment.Based on the Literature Review,this paper first summarizes the relevant theories of online shopping consumption experience,perceived value and repeated purchase intention.Secondly,the research model and hypothesis of mobile phone online shopping experience,customer repurchase intention and perceived value are put forward SPSS 22.0 software was used for descriptive statistical analysis,reliability analysis and validity analysis,correlation analysis and regression analysis.The final conclusion is that the four dimensions of consumers’ emOtion,thinking,action and related experience have different degree of positive correlation with consumers’ perceived value when consumers make online purchases through mobile phones At the same time,the perceived value of consumers has a certain intermediary effect between these four dimensions and repeated purchase intention.Specifically,the perceived value of consumers has a partial intermediate effect between emotion and repeated purchase intention There is a complete mediating effect between the three dimensions of thinking,action and relatedness of experience and repeated purchase intention.Through the conclusion of this paper,we can see that in the context of mobile online shopping,there are some differences between the five different dimensions of customer experience and their willingness to repeat purchase.Then our e-commerce enterprises can take relevant measures to enhance consumers’ willingness to repeat purchase from three dimensions with a high degree of influence when the existing resources are relatively limited;when the resources are relatively abundant,they can take relevant measures from five dimensions at the same time to enhance consumers’ willingness to repeat purchase.Through this way of integrating resources and optimizing resource allocation,we can not only improve the utilization rate of existing resources,but also create more benefits for enterprises.