Study of Consumer Online Repurchase Behavior

Abstract

The e-commerce market in China is changing rapidly, and new generations of consumers are rising. Companies urgently need to update their consumer data. This study attempts to establish a model to predict what affects consumer repurchase behavior. By using PLS to analyze 500 questionnaires, we conclude the following statements: First, online reviews and online advertising have a significant impact on consumer repurchase. Second, there is no relationship between their own experience and their purchase decisions. Third, satisfaction positively influences the consumers repurchase behavior.