Tactics of Marketing, Web Design, and Post-Purchase Intention: An Empirical Study Based on B2C
- 2014年第12期 
我国B2C市场中消费者的重购意向很低。究其原因，除了不成熟的B2C市场外，很少有研究能为此现象提供有效的理论支持。人们对如何提升消费者的重复购买意向还知之甚少。为了弥补这一缺陷，本研究首先通过归纳定性数据获得解释影响消费者重购意向的概念框架；其次，通过大样本的实证研究检验了假设。本文发现网站设计对重购意向的正向影响最为显著，其次分别是产品质量、价格感知、沟通服务与物流服务，而附加价值因子对重购意向的影响不显著。 Customers’ Post-purchase intention is critical to enhance a long-term relationship between suppliers and customers. However, it’s very weak in Chinese B2C marketing. There are many causes leading to weak post-purchase intention. One cause is that Chinese B2C marketing is not mature; another is that few studies can provide useful theoretical support. As a result, people know little about how to enhance customers’ post-purchase intention in B2C marketing. To deal with this gap, the goal of this study is to develop a conceptual model explaining post-purchase intention through an inductive method in a field investigation, and then to test hypotheses. We find that the most significant factor is web design, next product quality, price and value, communication quality, and logistics quality, influencing positively customers’ post-purchase intention. The results of this study contribute to future research of B2C, and there are many implications for guiding practices.