Influence of consumers'positive expectation discrepancy on clothing repurchase intention in online shopping
To explore the relationship between consumer expectation and repurchase intention,four variables that may affect repurchase intention,including price discount,waiting time,brand image and clothing product design were proposed.Clothing quality perception and value perception were considered as intermediary variables,and a theoretical model was constructed.Empirical analysis was conducted by using regression analysis,structural equation model,and Bootstrap test.The results show that price discount,waiting time,brand image and clothing product design have positive influence on repurchase intention.The clothing quality perception and clothing value perception play an intermediary role between consumer expectation difference and repurchase intention.The results provide a theoretical reference for clothing brand to improve positive expectations of consumers.
positive expectation discrepancyclothing quality perceptionclothing value perceptionrepurchase intention
NETL
NSTL
万方数据
