初次网购体验对再购欲望的影响机理研究

Study of Influencing Mechanism of the First Online-shopping Experience on Consumers' Repurchase Desire

随着电子商务的迅速发展,网上购物已成为人们消费的主流方式。从消费者初次网购体验的角度出发,采用实证分析法,研究其对消费者再购欲望的影响机理,并据此建立模型,结合相关分析以及回归分析法,对各个因素之间的关系展开研究,得出消费者首次网购后,显著影响消费者再购欲望的因素有售后服务、网页设计、物流及商品特征等,同时消费者满意正向影响再购欲望。

With the rapid development of e-commerce,online shopping has become the main way of peo-ple’s consumption.Starting from the experience of consumers’first online shopping and using empirical methods,the paper studies the influence mechanism of their repurchase desire and builds a model.Using the correlation analysis and regression analysis,the paper studies the relationship between the various fac-tors,finding that,after their first online shopping,the significant influential factors on consumers’repur-chase desire involve after-sales service,web design,logistics,and commodity characteristics,etc.In addi-tion,customer satisfaction also affects their purchase desire.The research provides a reference for the mar-keting decisions of electronic commerce enterprises.