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B2C商务网站运作成功的关键因素之一是拥有一个重复购买的高质量客户群。本文将电子服务质量理论和持续接受模型相结合,在电子商务环境下,识别出客户重复购买的关键因素,并提出了B2C客户重复在线购买模型。通过对电子商务网站个人用户的抽样调查,利用结构方程建模(SEM)软件和统计软件SPSS,对该模型进行检验。
One of the keys to the success of a B2C commerce website is having a repeat buyer of a high quality customer base. In this paper, the e-service quality theory and continuous acceptance model are combined to identify the key factors of customer repeat purchase under the environment of e-commerce, and the B2C customer repeat online purchase model is proposed. Through the sample survey of individual users of e-commerce website, the model was tested by using structural equation modeling (SEM) software and statistical software SPSS.