Research On Determinants Of Customer Satisfaction And Repurchase Intention:A Case Of Internet Bookstore

With the popularity of the Internet,online shopping has gradually changed people's original spending habits and become a new trend.Online bookstores as new retail channels selling books by Internet technologies,making customers get rid of time constraints and geographical restrictions,also helping the customers get more spiritual satisfaction.However,with the rapid development of China's book e-commerce market and the increasingly improvement of book e-commerce's business model,the competition among online bookstores has become increasingly fierce.Hong Kong's largest online bookstore named Erudite Hall closed in 2010.With the development of Amazon,JD.com,Alibaba,Dangdang,once known as the "Amazon of China",has gone from boom to bust.It is found that in the fierce market competition,customer satisfaction and loyalty has become an important measure and guarantee to improve brand image,increase enterprises' market share,achieve customer relation management and maintain competitive advantages.In the atmosphere of national advocacy of reading,how to seize the upsurge of reading in this new era,improve customer satisfaction and keep customers purchasing to achieve customer loyalty has become an urgent problem for the further development of Internet bookstores.Based on the previous literature review and the comprehensive application of the Technology Acceptance Model and Cognition-Affect-Conation Pattern.This paper constructs a hypothesis model of the factors influencing customer satisfaction and repurchase intention of online bookstore from four dimensions of website characteristics,perceived customer value,trust and switching cost.In order to reveal the influencing factors and mechanism of customer satisfaction and repurchase intention of Internet bookstores under the network environment,the study uses consumers with online book buying experience nationwide as the research subject,collects the empirical data by questionnaire investigation,and analyzes the influencing path of each influencing factors by SPSS 21.0 statistical analysis software and SmartPLS M2 software.Considering that the relevant researches in China mainly focus on college students,factors such as age,life experience and income status of students may affect the model.Therefore,this study also investigated non-student groups to ensure the universality of the research results.The results show that perceived usefulness and perceived ease of use of website characteristics have no significant positive impact on customer trust and switching cost.But the procedural value and functional value of perceived customer value have significant positive impact on trust and switching cost.Similarly,both Website characteristics and perceived customer value have significant positive effects on customer satisfaction.The results also show that trust and switching cost play an important role in customer satisfaction,and customer satisfaction has a significant positive effect on repurchase intention.The results of this study fully revealed the mechanism of action and determinants of customer satisfaction and repurchase intention under the network environment.The study is of great significance and reference value for Internet bookstores and other online retailers to better understand factors affecting customer satisfaction and repurchase intention,and to implement customer relationship management and enterprise marketing strategy accurately.