The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism.
| Published in | Science Journal of Business and Management (Volume 9, Issue 1) |
| DOI | 10.11648/j.sjbm.20210901.13 |
| Page(s) | 26-38 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Chinese E-commerce Websites, Customer Satisfaction, E-commerce Platform, Integrated Marketing Communications (IMC), Online Customer's Repurchase Intention, Relationship Quality
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APA Style
Shin Kwangyong, Zhongtian Shen, Haekun Shin, Shiyao Zhang, Ke Chen, et al. (2021). The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention. Science Journal of Business and Management, 9(1), 26-38. https://doi.org/10.11648/j.sjbm.20210901.13
ACS Style
Shin Kwangyong; Zhongtian Shen; Haekun Shin; Shiyao Zhang; Ke Chen, et al. The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention. Sci. J. Bus. Manag. 2021, 9(1), 26-38. doi: 10.11648/j.sjbm.20210901.13
AMA Style
Shin Kwangyong, Zhongtian Shen, Haekun Shin, Shiyao Zhang, Ke Chen, et al. The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention. Sci J Bus Manag. 2021;9(1):26-38. doi: 10.11648/j.sjbm.20210901.13
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Download@article{10.11648/j.sjbm.20210901.13,
author = {Shin Kwangyong and Zhongtian Shen and Haekun Shin and Shiyao Zhang and Ke Chen and Lijie Li},
title = {The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention},
journal = {Science Journal of Business and Management},
volume = {9},
number = {1},
pages = {26-38},
doi = {10.11648/j.sjbm.20210901.13},
url = {https://doi.org/10.11648/j.sjbm.20210901.13},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20210901.13},
abstract = {The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism.},
year = {2021}
}
TY - JOUR T1 - The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention AU - Shin Kwangyong AU - Zhongtian Shen AU - Haekun Shin AU - Shiyao Zhang AU - Ke Chen AU - Lijie Li Y1 - 2021/01/25 PY - 2021 N1 - https://doi.org/10.11648/j.sjbm.20210901.13 DO - 10.11648/j.sjbm.20210901.13 T2 - Science Journal of Business and Management JF - Science Journal of Business and Management JO - Science Journal of Business and Management SP - 26 EP - 38 PB - Science Publishing Group SN - 2331-0634 UR - https://doi.org/10.11648/j.sjbm.20210901.13 AB - The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism. VL - 9 IS - 1 ER -
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