网络消费者重复购买意愿的实证研究——基于习惯的中介作用

Empirical studies of repeat purchase intentions of online consumers based on the moderating role of habit

分析网络消费者重复购买意愿的影响因素,引入习惯的概念,结合网络消费的特征,建立理论模型,探讨消费者习惯、信任和重复购买意愿之间的关系。通过实证分析,理论模型得到了验证。研究发现,一方面习惯对信任和重复购买意愿之间关系具有中介作用;二是消费者的认知度和满意度对消费者习惯的形成具有重要的影响作用。因此,网络商家要不断提高消费者的认知度和满意度来减少消费的不确定性,使消费者形成习惯,提高其重复购买意愿。

The factors influencing online consumers＇ repeat purchase intentions are analyzed, and the con- cept of habit is introduced to establish a theoretical model along with characteristics of online consumption, and the relationships between consumer habits, trust and repeat purchase intentions are explored. By empirical analysis, the theoretical model has been verified. On the one hand, habit plays a moderating role in the rela- tionship between trust and repeat purchase intentions. Then, habit formation is influenced by familiarity and satisfaction. Therefore, the Intemet sellers should continuously improve consumers＇ familiarity and satisfac- tion to reduce the uncertainty of consumption, developing consumers＇ strong habits and increasing their re- peat purchase intentions.