A Research On The Impact Of Community Group Purchase Customer Experience On Repeat Purchase Intention

As a micro-innovation of e-commerce retail mode in the context of online consumption,community group purchase developed and expanded at the beginning of 2020 under some external forces,such as COVID-19.It effectively met customers’ demands for cost-effectiveness,shopping convenience and social participation,won the favor with many customers,and became the object of capital competition for a time.However,with the continuous expansion of the market scale,community group purchase platform has emerged serious business homogeneity,product quality is uneven and other problems,resulting in poor customer consumption experience,the repurchase intention is not strong,how to improve customers’ repurchase intention has become a difficult point for the development of community group purchase platform.In the era of experience economy,good customer experience has become an important source for e-commerce platforms to improve customer repurchase rate and maintain competitive advantages.In view of this,in order to keep the competitive advantage of community group purchase platform,this thesis starts from the perspective of customer experience to study how community group purchase customer experience affects customers’ repurchase intention.This thesis fully combines the community group purchase scene and existing customer experience related research,the community group purchase customer experience is divided into functional experience,entertainment experience,social experience,convenience experience four dimensions.Under the guidance of the "stimulus-organism-response" theoretical framework,combined with the social exchange theory and customer satisfaction theory,this thesis constructs a research model of customer experience in community group purchase on repurchase intention and puts forward the corresponding research hypothesis.The empirical analysis was carried out using SPSS26.0 and AMOS26.0 data software based on 425 questionnaires collected by questionnaire survey and quantitative research.The empirical results show that:(1)functional experience,entertainment experience,social experience and convenience experience all positively affect repurchase intention;(2)Perceived value and customer satisfaction positively affect repurchase intention;(3)Perceived value and customer satisfaction play a mediating role in the influence of functional experience,entertainment experience,social experience and convenience experience on repurchase intention;(4)Perceived value-Customer satisfaction plays a chain mediating role in the influence of functional experience,entertainment experience,social experience and convenience experience on repurchase intention.From the perspective of customer experience,this thesis discusses the impact and path of customer experience on repurchase intention in the context of community group purchase,which provides a new perspective for the development of community group purchase platform and enriches the relevant research on the behavioral intention of community group purchase customers.The research results will help the community group purchase platform identify the key factors affecting customers’ intention to repurchase intention,improve the platform’s attention to customer experience,and provide guidance and decision-making basis for the community group purchase platform to adjust and formulate experiential marketing strategy.