A study of Factors Affecting Customer’s Revisit Intention and Repurchase Intention towards Jingdong’s online shopping in Nanjing, China
A study of Factors Affecting Customer’s Revisit Intention and Repurchase Intention towards Jingdong’s online shopping in Nanjing, China
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2015-08
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eng
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application/pdf
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16 pages
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The 5th Business, Economics and Communications International Conference, 2015
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Abstract
The propose of this study is to examine the effects of trust, customer satisfaction and
attitude towards the website on customers’ revisit intentions and repurchase intentions
towards Jingdong’s online shopping. The research model was tested with data from 420 of
Jingdong’s customers in Nanjing, China. The author tested the hypotheses through simple
regression analysis and multiple regression analysis based on the survey. Data were
collected using convenience approach. Data collected from 420 valid respondents
provided support for all hypotheses. The results show that trust, customer satisfaction and
attitude towards the website have positive impacts on revisit intention and repurchase
intention. Trust was positively related to customer satisfaction and attitude towards the
website.
This research suggests that online vendors should invest in methods that strengthen trust,
customer satisfaction and attitude towards the website such as Jingdong should make an
appropriate introduction of products and Jingdong should differentiate their products and
services from other online business companies.