A Study on the Influence of Cognitive on Repurchase Intension of New E-Commerce System: Focused on the Mediation Effect of Consumer Satisfaction and Quasi Social Relations
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
In this paper, we propose a study on the purchasing intent of the new e-commerce consumer, the coronavirus may once again drive the structural change of China's economy, and the new online marketing model will be noticed during the epidemic. Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. Study the validation of hypotheses in the model to reveal the reasons why consumers in the new e-business are exposed. The results show that e-commerce features of Internet celebrities and individual characteristics of Internet celebrities can only enhance consumers' satisfaction. Quasi social relationships only increase consumer satisfaction without generating the will to purchase directly. Consumer satisfaction is the core foundation that dominates long-term consumption. E-commerce should focus on the ability of online celebrities to sell their expertise and the adaptability of value and product characteristics when conducting online celebrity marketing
Abstract
In this paper, we propose a study on the purchasing intent of the new e-commerce consumer, the coronavirus may once again drive the structural change of China's economy, and the new online marketing model will be noticed during the epidemic. Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. Study the validation of hypotheses in the model to reveal the reasons why consumers in the new e-business are exposed. The results show that e-commerce features of Internet celebrities and individual characteristics of Internet celebrities can only enhance consumers' satisfaction. Quasi social relationships only increase consumer satisfaction without generating the will to purchase directly. Consumer satisfaction is the core foundation that dominates long-term consumption. E-commerce should focus on the ability of online celebrities to sell their expertise and the adaptability of value and product characteristics when conducting online celebrity marketing
참고문헌 (16)
- G. Wagner, "Online retailing across e-channels and e-channel touchpoints : Empirical studies of consumer behavior in the multichannel e-commerce environment", Journal of Business Research, 107, pp.256~270 (2020)[DOI]
- J. Martínez-Navarro, "The influence of virtual reality in e-commerce", Journal of Business Research, 100, pp.475~482 (2019)[DOI]
- Xiaolin Lin, "Building E-Commerce Satisfaction and Boosting Sales: The Role of Social Commerce Trust and Its Antecedents", International Journal of Electronic Commerce, 23(3), pp.328~363 (2019), Informa UK Limited[DOI]
- Lei Li, "The impact of e-commerce capabilities on agricultural firms’ performance gains: the mediating role of organizational agility", Industrial Management & Data Systems, 120(7), pp.1265~1286 (2020), Emerald[DOI]
- Anupama Vohra, "Customer engagement in an e-commerce brand community", Journal of Research in Interactive Marketing, 13(1), pp.2~25 (2019), Emerald[DOI]
- Catherine Prentice, "The influence of brand experience and service quality on customer engagement", Journal of Retailing and Consumer Services, 50, pp.50~59 (2019), Elsevier BV[DOI]
- Daduk Merdika MANSUR, "Moderating of the Role of Technology Theory to the Existence of Consumer Behavior on e-commerce", 유통과학연구, 17(7), pp.15~25 (2019), 한국유통과학회[DOI]
- A. A. Al-Tit, "E-commerce drivers and barriers and their impact on e-customer loyalty in small and medium-sized enterprises(SMES)", Business : Theory and Practice, 21(1), pp.146~157 (2020)[DOI]
- Mohammed Nasser Hadi, "Effect of Vendor Characteristics and Relationship Quality on Consumer Re-Purchase Intention in the B2C E-Commerce in Yemen", International Journal of Research in Business and Social Science (2147-4478), 8(4), pp.172~184 (2019), Bussecon International[DOI]
- Hong Jun Huang, "Demand effects of product similarity network in e-commerce platform", Electronic Commerce Research, 5(8), pp.1~31 (2019), Springer Science and Business Media LLC[DOI]
- Senhui Fu, "Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce", Journal of Strategic Marketing, 27(2), pp.100~118 (2017), Informa UK Limited[DOI]
- Linwan Wu, "Website interactivity may compensate for consumers’ reduced control in E-Commerce", Journal of Retailing and Consumer Services, 49, pp.253~266 (2019), Elsevier BV[DOI]
- Teresa Gajewska, "The impact of the level of customer satisfaction on the quality of e-commerce services", International Journal of Productivity and Performance Management, 69(4), pp.666~684 (2019), Emerald[DOI]
- Teresa Gajewska, "The impact of the level of customer satisfaction on the quality of e-commerce services", International Journal of Productivity and Performance Management, 69(4), pp.666~684 (2019), Emerald[DOI]
- Abaid Ullah Zafar, "The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce", Computers in Human Behavior, 115, pp.106178~ (2021), Elsevier BV[DOI]
- Seunga Venus Jin, "Celebrity fashion brand endorsement in Facebook viral marketing and social commerce", Journal of Fashion Marketing and Management: An International Journal, 23(1), pp.104~123 (2019), Emerald[DOI]