Authors : Miao Yu, Young-Sook Lee and Ji-Eun Lee
Abstract: The purpose of this study is to investigate the interrelationship between the constituent factors of Chinese internet shopping mall, purchase satisfaction, customer loyalty and repurchase intention. The subjects of the study were Chinese female college students for which a questionnaire survey was conducted. The results obtained through the survey are as follows. The results of the analysis of the website evaluation factors in the internet shopping malls revealed five evaluation factors comprising general service factor, information providing factor, system factor and visual factor of design. First, among the information providing factors, convenience, information providing ability, ease of product search and service quality were significant. Among them, the ease of retrieving products was found to be the most influential factor in purchase satisfaction of internet shopping mall. However, the hypothesis related to safety were rejected. Second, in the questionnaire about the visual factor of design, it was found that the type, the graphic, the color, the multimedia, the layout and the product assortment influenced the purchase satisfaction. Finally, purchase satisfaction has a strong relationship with customer loyalty and repurchase intention. Also, customer loyalty is proved to be strongly related to repurchase intention. These results show that consumer’s purchase satisfaction is an important factor for long-term development of company and purchase satisfaction has a strong influence on brand loyalty and repurchase intention.
Miao Yu, Young-Sook Lee and Ji-Eun Lee, 2017. A Study on the Constituent Factors and Customer Characteristics of Chinese Internet Shopping Malls (Centering Around Purchase Satisfaction, Customer Loyalty and Repurchase Intention of Chinese Female College Students). Journal of Engineering and Applied Sciences, 12: 6344-6349.