A Study on the Factors Influencing on Repurchase Intentions of Major Web Shopping Sites in China

Abstract

This study examines the impact of the factors generated from previous research on the repurchase intentions of Chinese web shopping customers based on their shopping experience via major web shopping sites. The specific factors were classified into three general factors which are Web System Quality, Product Quality, and Customer Relation Quality. A total 421 data sample was collected. When analyzing the results of the survey, SPSS Statistics 21.0 was used. For validity and reliability measurement of the factors, factor analysis, reliability test, and correlation analysis were conducted before subjecting the data to inferential analysis. The 11 specific factors and three main factors were tested for their relationships with customers’ repurchase intentions using regression analysis. The findings indicated that product price, product promotion from Product Quality, and trust, reputation from Customer Relation Quality have positive influences on customers’ repurchase intention. Therefore, Product Quality and Customer Relation Quality are main factors influencing customers’ repurchase intention. However, the Web System Quality and its underlining attributes (web design, web functionality, web security, and web contents) did not influence customers’ repurchase intention. This study might contribute research about e-commerce success factors and provide effective strategies to gain economic advantages in Chinese online shipping market.