B2C模式下大学生群体重复购买意向的影响因素实证研究

Key Factors Influencing Undergraduates' Repurchase Intention in B2C Service Context

在电子商务的迅速发展下,B2C模式下大学生这一网购主力军的重购意向引起了广泛关注。通过对大量文献的回顾并根据大学生消费群体的消费特点建立量表,选取感知价格公平、感知服务质量和顾客满意作为重购意向的影响因素,并运用SPSS22.0及AMOS22.0进行结构方程模型分析。结果表明对于大学生群体而言,感知服务质量、感知价格公平及顾客满意都对其网络重复购买意向有一定程度的影响,且感知价格公平的影响最为显著。

This study conducted an empirical research on the key factors influencing the undergraduates＇ repurchase intention in B2C service context. Based on extensive literature review and the consuming characteristics of undergraduates, this study constructed a scale choosing perceived price of fairness, perceived the service quality and customer satisfaction as the antecedents of customers＇ repurchase intention, and established a structural equation modeling （SEM） with the help of statistical softwares like SPSS22.0 and AMOS22.0 using the data collected by the scale. The empirical SEM model after testified turns out that all the three factors have positively significant effect on undergraduates＇ repurchase intention, especially the perceived price of fairness.