消费者重购意向形成影响因素与作用机制研究

The Factors and Mechanism of Influencing Consumer Repurchase Intention

维系老顾客,满足顾客的期望,不断增加顾客的重购行为对企业提高市场竞争力具有非常重要的意义。顾客满意、顾客的品牌偏好、顾客的多样化追求倾向、替代品的吸引力和顾客感知的转换壁垒是影响顾客重购的主要因素。同时,在此基础上模仿了电子技术中的并联回路,建立了影响因素的作用机制模型。

It is very important to satisfy, maintain and spur customer in order to realize more repurchase behavior for the improvement of enterprises＇ competitiveness. The paper analyzes the factors and mechanism influencing consumer repurchase intention, and finds the model involving customer satisfaction, customer brand preference, customer varied seeking intention, attractiveness of alternatives and customer perceived switching barriers , etc.