Are Chinese Online Consumers Different? An Investigation of Online Consumer's Repeat Purchase Intention in China

摘要

Comparing with developed country, the eCommerce development in China is still in the early stage So far no research has been devoted to investigating Chinese consumer's repeat purchase which is essential to help business maintain profitability and build long-term mutual relationships with their customers. Given the gap of knowledge of eCommerce development in China and the understanding of consumer's repeat purchase, the purpose of this study is to develop a research framework and empirically test the analytical framework to investigate consumers' repeat purchase intention to online shopping and its determinants. The analysis of data from 279 Chinese Consumers reveals four major antecedents of the consumer's repeat purchase: trust belief, risk belief, online shopping experience, and channel choice. This study specifically contributes to practitioners who are seeking to recruit and retain customers in Chinese marketplace specific information about the Chinese eCommerce users' repeat purchase.