摘要
本文以国内外学者关于顾客重复购买意向的研究文献为基础，对顾客重复购买意向的理论基础、内在驱动因素、影响机理、购买意向模型构建等方面进行了研究和总结。基于电子商务平台下，本文研究并提出了顾客网上购买丝绸产品的重复购买意向的研究方案设计、因子分析，同时研究了业内大多学者所普遍认可的购买意向预测模型。文中主要探究了网购频率EPF、客户的认知价值CPV、网购的感知风险EPR、顾客满意度CS这4个因素对重复购买意向RPI的影响。结果发现认知价值CPV、顾客满意度CS等两个因子对重复购买意向RPI有正相关关系，而网购感知风险与消费者重复购买意向存在负相关关系，购买频率对重复购买意向并无显著的影响关系。研究结论可以为国内若干丝绸网店的建设与销售提供合理化的建议。
In this paper, based on the basic theory of literature research on customers repeat purchase intention studied by domestic and overseas scholars, customers＇ repeat purchase intention, inner drive factors and influencing mechanism, the model building of intention repurchase was summarized. Based on the electronic commerce flat, in this paper, we put forward the customer purchase on the net of silk products repeat purchase intent research project design, the factor analysis, and purchase intent forecast model accepted by the most scholars generally. This paper mainly explores the e-commerce purchase frequency （EPF）, customer perceived value （CPV）, perceived risk of e=commerce （EPR）, customer satisfaction （CS）, the influence of this four factors on repeat purchase intent （RPI）. The results found that CPV, CS, these two factors have positive correlation with repeat purchase intention, and EPK has negative correlation with RPI, EPF have no significant influence relations with RPI. The result can provide reasonable suggestions on the construction of silk shop and sales domestic.
关键词
网购频率
客户的认知价值
感知风险
顾客满意度
重复购买意向
E-commerce Purchase Frequency
Customer Perceived Value, E-Commerce Perceived Risk
CustomerSatisfaction
Repeat Purchase Intent
