Study on influence factors of repeated purchase behavior of e-commerce consumers

摘要

E-commerce based on internet and information technology has become an important force of modern commerce. Due to virtual network marketing and many uncertain factors, repeated purchase rate of e-commerce consumers is much lower than traditional commercial purchase rate. So, it is vital to break through consumers' repeated purchase obstacles for expanding e-commerce transaction volume. Under the background of e-commerce environment, this paper analyzes and studies various factors influencing consumers repeated purchase behavior in four parts. It is believed that transaction reliability, information safety, reputation guarantee and price advantage are key factors influencing repeated purchase behavior of e-commerce consumers. Besides, his paper proposes measures to standardize e-commerce management. With rapid development of network technique in China and continuous rise in the number of netizens, e-commerce based on internet and information technology has become a force of modern commerce. As e-commerce influence and coverage expand continuously, enterprises select e-commerce mode one after another in order to increase modern market competitiveness and actively launch all kinds of network marketing modes. Consumers' repeated purchase intention refers to the will or tendency of consumers to make deals with the merchant again after one transaction with the network merchant. In the face of the complex and ever-changing e-commerce market full of uncertainties, repeated purchase behavior is vital for marketing management, for keeping old customers can usually gain greater income than gaining new customers. So, it is very necessary to study the factors influencing consumers' repeated purchase behavior under e-commerce environment and how to improve repeated purchase rate of e-commerce consumers and retain existing consumers.