An Empirical Study of Perceived Factors Affecting Customer Satisfaction to Re-Purchase Intention in Online Stores in China

Online stores (e-stores) are growing in China. Consumers perceive some factors affecting their satisfaction to re-purchase intention in e-stores. This study investigates the perceived factors affecting customer satisfaction to re-purchase intention in e-stores. The satisfaction toward the online stores channel environment depends on the customer’s perception and also online consumer experiences (OCEs) of the active online shopping stores. From a questionnaire survey, 302 usable data are obtained and hypotheses are tested using multiple regression analysis. The analysis suggests that seven constructs—price, convenience, product information, return policy, financial risk, product risk and delivery risk—are significant with customer satisfaction to re-purchase in e-stores. This study emphasizes that the importance of customer satisfaction provides more benefits and less risk to re-purchase in e-stores. The finding of this study will help e-store’s managers/ owners to understand customer’s perceptions in online shopping stores and their satisfaction.