- 期刊
Analysis on the Influence of College Students' Repeated Purchase Intention under the Condition of Online Shopping Rebate
摘要
With the rapid development of the Internet in our country, college students have been inseparable from online shopping, and with the rise of the phenomenon of cash back on good reviews, it has an important impact on the repeat purchase intention of college students. This article uses the SOR model to study the impact of repeated purchases on college students' online shopping under the condition of positive cashback from three variables of perceived value, satisfaction and platform reputation. Descriptive statistics are used to analyze the repeated purchases of 140 college students through questionnaire data, reliability and validity analysis, correlation analysis and regression analysis. The results show that satisfaction has the most significant positive effect on repeat purchase intention of college students, followed by a great positive effect on perceived value, while positive feedback negatively affects college students' confidence and repeat purchase intention. And according to the final results, this paper puts forward suggestions on how to improve the three aspects of perceived value, satisfaction and platform reputation so that college students can repeat the purchase of goods under the condition of high praise and cash back.