The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Modeling study on repeat purchase intention on silk products based on the electronic commercial platform

  • Shi, Rui (National Engineering Laboratory for Modern Silk) ;
  • Li, Gaihang (National Engineering Laboratory for Modern Silk) ;
  • Liu, Guolian (College of Textile and Clothing Engineering, Soochow University)
  • Received : 2012.10.09
  • Accepted : 2012.12.13
  • Published : 2012.12.31
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Abstract

Based on the literature on customer's repeat purchase intention, customer's repeat purchase intention was explored, customer's repeat purchase intention has been a crucial factor influencing consumer behaviors, In this research, the development of models on repeat purchase intention repurchase was indicated. Based on the electronic commerce platform, we focus on the customer's repeat purchase intention on silk products, This paper mainly explores the e-commerce purchase frequency (EPF), customer perceived value (CPV), perceived risk of e-commerce (EPR), and customer satisfaction (CS). The influence of the four factors on repeat purchase intention (RPI) is investigated. In the results, we found that CPV and CS have positive correlations with repeat purchase intention, The EPR has a negative correlation with RPI and has no significant influence on RPI. The result can provide meaningful suggestions for silk product retailers.

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References

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