There is not a unanimous conclusion
about the influential elements of online customers’ repurchase intention. We
established a concept model and discussed how utilitarian values (perceived
ease of use and perceived usefulness), social values (satisfaction and trust)
and the hedonic value (perceived enjoyment) directly and indirectly influenced
customers’ repurchase intention in the context of online shopping. It adapted questionnaire
to collect data and testified the hypothesis by structural equation model. The
results showed that perceived usefulness, online customers’ satisfaction and
perceived enjoyment had significantly positive impact on online customers’
repurchase intention. Moreover, we found that compared with utilitarian
factors, the hedonic factor had a stronger positive impact on repurchase
intention.
With the development of the Internet,
e-commerce has changed the people how to buy and customers become accustomed to
using the Internet instead of the store to make purchase. Compared with the
traditional business model, online shopping has a wide range of selectivity and
“one-stop” shopping; moreover there aren’t the obstacles of time, space and
circulation, etc. Klopping and Earl pointed out that the previous literature
focused on the first use of information technology or explored the influencing
factors of the first purchasing behavior on online shopping, and these findings
could increase customers’ usage of information technology and guide the
development of online shopping. Along with the increase of the number of the
online shopping, the online shopping market had become more and more familiar
by customers and turned into a relatively mature market. From the perspective
of marketing, the cost to retain an old customer is five times of developing a
new customer and the main task of e-commerce businesses has been transformed
from attracting new customers and improving the growth rate of customers to
enhancing the repurchase intention. Lee et al. suggested that the growth rate
of 5% in customer retention could make the profit increase from 25% to 75%, so
it is necessary to identify the influencing factors of online customers’
repurchase intention. Online shopping customers have dual identities as both
buyers and computer users, therefore the influencing factors of online
customers’ repurchase behavior are complex and different from the traditional
purchasing activities.
The online customers’ repurchase
intention is the current hot research issue because most Internet users have
online shopping experiences and retailers begin to focus on the post choice
behavior. The results show that the e-commerce websites should emphatically
consider the hedonic value of customers, whether they can offer interest and
joy in online shopping is the most important factor, however, functional
factors are also important to online customers because perceived usefulness
also has a significant positive effect on online customers’ repurchase intention.
So when improving the hedonic value of the site is a priority, online vendors
also need to consider how to meet the functional value of the customer.
E-commerce enterprises should focus on
improving perceived enjoyment of websites. Firstly online shopping websites
ought to timely introduce some fashion merchandise. In browsing the sites many
customers don’t have a certain purpose and they are just looking whether there
are any new styles. When customers find commodities they prefer, they are likely
to have impulse buying behaviors, so in a timely manner to launch trendy
merchandise can increase the desire to buy more and stimulate consumption;
secondly the e-commerce websites should do some promotional activities: 1) in a
period of time different discount is implemented for different commodities and
consumers need to purchase at specific times, for example, Taobao’s bargain
activity is a limited-time discount of successful cases and customers purchase
goods at a discount within 24 hours. 2) Tmall double 11 is the full reduction
by using coupons. Before double 11 arrival, customers can receive different
coupons by browsing the website and coupons can stimulate consumption and
increase the numbers of purchasing or collocation purchase. Finally, e-commerce
sites can increase the interaction between the customers, such as in the form
of online chat rooms and online forums. In a word, e-commerce companies can use
these methods to increase the hedonic value of online shopping.
E-commerce enterprises should focus on
improving perceived usefulness of websites. E-commerce companies should
consider the interface design of online shopping which tries to make customers
comfortable and the interface design contains graphic design, structural design
and content design. In graphic design, the websites should be customer-oriented
and the graphics is easily clicked and processed, even the websites should
avoid using fancy patterns and colors in selecting the image; in structural
design, the classification of goods should be scientificly divided and the
layout of sites should not only meet the customer’s buying habits, but also be
easy and clear to under-stand, moreover the navigate and the link ought to
reflect the consistency because it helps customers to purchase the good quickly
and effectively; in content design, the description of goods tries to be clear
and concise and distinguish the priorities, future the websites can use a
different font in the important and attractive products and do a detailed
presentation for attracting customers attention.
Article
by Yuping Li from Chongqing Technology and Business University, China.
Full access: http://www.scirp.org/Journal/PaperInformation.aspx?PaperID=70523%20&utm_campaign=blogger&utm_medium=ljw |
| Image by ezmaal,from Flickr-cc. |
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