Factors influencing repurchase intentions of major web shopping sites in China - customers’ perspective

Abstract

The online shopping market in China has been developed rapidly, which has attracted more and more merchants to operate their own E-commerce platform or become sellers on famous web shopping sites. But every year there are many success and failure of web shopping platform and seller. Repurchase intention is one of the most important factors that create the success of the online shopping market. However, few studies have discussed the factors influencing repurchase intentions of Chinese major web shopping sites, which are extremely successful recent years. This study’s purpose is to examine the impact of the factors (web design, web functionality, web security, web content, product choice, product price, product promotion, product delivery, trust, reputation, interaction) generated from related previous researches on the repurchase intentions of Chinese web shopping costumers based on their shopping experience via major web shopping sites (i.e., Taobao, Tmall and JD). The specific factors were classified into three main factors which are Web System Quality, Product Quality, and Customer Relation Quality. Based on the research model, the questionnaires were developed and online survey was conducted to collect the data, targeting Chinese online shopping costumers. A total 421 data sample was collected. The data were analyzed using SPSS Statistics 21, the validity analysis, reliability analysis, correlation analysis, and regression analysis were performed. 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, overall, 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 not only to researches about E-commerce success factors but also to web shopping platform operators and sellers by providing effective strategies to gain economic advantages in Chinese online shopping market.