The Effect Of Online Consumers’ Perceived Quality On Repurchase Intention

Online shopping has become an indispensable part of the lives of contemporary people.Consumers have also experienced the benefits of convenience,speed,quality,and selectivity,but these benefits may exist for online merchants.challenge.Consumers shopping in the Internet environment,can switch between various merchants with a single finger,coupled with the disadvantages of online shopping can not directly face the seller,direct contact with the goods,the price of similar products are very different.Compared with traditional merchants,online merchants are more difficult to attract new customers and retain old customers.The post-purchase interaction phase of consumer shopping is an important stage for online consumers to perceive the quality of goods received and the quality of services of online merchants during the purchase process,determine whether they are credible,and decide whether to choose to continue shopping at the merchant.Understanding the influencing factors of online consumers’ willingness to repurchase during this period is of great significance for developing loyal customers for online merchants and grabbing online shopping market share.At present,a large number of scholars have studied consumer purchasing decisions before and during the online shopping stage,and few scholars have focused on consumer behavior in the post-purchase interaction stage.Therefore,it is necessary to study the factors that influence online consumers’ repurchase willingness during the post-purchase interaction stage.In the context of the online shopping post-purchase interaction stage,this paper analyzes related research on online consumer behavior by scholars at home and abroad.Based on the SOR theory and psychological inverse theory,two dimensions of perceived quality of online consumers(perceived product quality and perception)are constructed.The theoretical model of the relationship between logistics service quality),trust and willingness to repurchase,and put forward the mediation effect of trust,and the moderating role of relationship investment and two-way communication in the relationship between consumer perceived quality and trust.By issuing questionnaires and collecting 514 valid data,SPSS19.0 and Amos20.0 software were used for descriptive statistical analysis and reliability and validity tests.On the basis of good model fit,path analysis was used to test the main effect model,Bootstrap method was used to test the mediating effect model,and hierarchical multiple linear regression method was used to test the regulating effect model.The results show that the perceived product quality and perceived logistics service quality of online consumers have a significant positive impact on consumer trust,and at the same time,the perceived product quality and perceived logistics service quality have a significant positive impact on repurchase willingness;The consumer trust part mediates the relationship between perceived quality and repurchase willingness;the relationship investment strategy positively regulates the relationship between consumers’ perceived product quality and trust,while negatively affects the relationship between perceived logistics service quality and trust.The two-way communication strategy does not have a regulating effect on the perception of the impact of product quality on trust,and it has a positive regulating effect on the relationship between perceived logistics service quality and trust.The conclusion of this research is of great guiding significance for online merchants to use relational marketing strategies in the postpurchase interaction phase to improve consumer trust,maintain stable customer relationships,and develop loyal customers.