After China's 1980 economic reform and opening up policy, China's economy has developed rapidly in the average annual growth rate of 10%. Since the second half of the 20th century, the Internet has become the main route of buying and selling of produc...
After China's 1980 economic reform and opening up policy, China's economy has developed rapidly in the average annual growth rate of 10%. Since the second half of the 20th century, the Internet has become the main route of buying and selling of products and services such as broad connectivity and ease of information sharing and information and communication throughout the world. In time for the latest information on products and services for consumers, because the spatial possibilities of purchasing benefits that can be achieved with little effort and hopes to products and services without the constraints can be seen as the purchase of goods and services over the internet shopping. Accordingly, to meet the needs of consumers and the various online shopping mall which makes possible the purchase of any products or services emerged.
In this , we combined the literature and empirical research to accomplish the purposes of the study. Literature study how service quality factors of consumers, service quality and customer satisfaction, we provide a theoretical background through a literature review of previous studies related to such repurchase intention. Empirical studies were more accuracy and objectivity of the survey through a detailed description of the subject of this research was based on a statistical analysis using SPSS 18.0 package program.
As follows: The results of this study．
1. the quality of service was found on a positive effect on customer satisfaction. 2. the quality of service was found on a positive effect on re-purchase intention. 3. customer satisfaction was found to effect a positive effect on re-purchase intention.
This study has a study as above, but may have some limitations．
1. the quality of service in the Internet shopping customer satisfaction factors, the factors that impact on the degree of re-obtained was limited by the 5 there is having problems. In this study, the existing traditional commerce and service quality factors was composed on the basis of the existing literature was applied to the Service Quality of Internet shopping. Consumer satisfaction with Internet shopping has, also has the inconvenience that the material obtained was not seen broadly applicable than the factors that can affect, there is a need for a continuous research for these factors.
2. the current China's Internet shopping is different for each service area, service differences exist in the Internet shopping service quality factors measured in this study only as a matter of investigation in the future to be more specific because it does not reflect the overall characteristics of the Chinese market it is necessary to study.
Key Words: service quality, customer satisfaction, repurchase intention, internet shopping mall, Chinese Students
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