The Impacts of E-service Quality on Customers' Repurchase Intention in Platform Online Retailing: An Empirical Investigation

Online retailing has been an important channel or business model for many firms in China. How to win, satisfy and retain customers has become the urgent practical problem to solve in front of the online retailers. Based on the theory of reasoned action, an empirical study of factors influencing consumers' repurchase is conducted by using the questionnaire survey method. The results indicate that in the setting of platform online retail, consumer repurchase intention is significantly affected by consumer satisfaction, consumer satisfaction is positively and significantly affected by product quality and price, but not by website design, information quality, order fulfillment, and consumer service quality. So platform online retailers should reasonably allocate marketing resources accordingly, and pay attention to improve customer satisfaction by controlling product quality and enhance price advantage of product.