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A Study on the Influence of Cognitive on Repurchase Intension of New E-Commerce System: Focused on the Mediation Effect of Consumer Satisfaction and Quasi Social Relations

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2020, 25(8), pp.189-196
  • DOI : 10.9708/jksci.2020.25.08.189
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : July 6, 2020
  • Accepted : July 28, 2020
  • Published : August 31, 2020

Ying Yu 1

1경기대학교

Accredited

ABSTRACT

In this paper, we propose a study on the purchasing intent of the new e-commerce consumer, the coronavirus may once again drive the structural change of China's economy, and the new online marketing model will be noticed during the epidemic. Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. Study the validation of hypotheses in the model to reveal the reasons why consumers in the new e-business are exposed. The results show that e-commerce features of Internet celebrities and individual characteristics of Internet celebrities can only enhance consumers' satisfaction. Quasi social relationships only increase consumer satisfaction without generating the will to purchase directly. Consumer satisfaction is the core foundation that dominates long-term consumption. E-commerce should focus on the ability of online celebrities to sell their expertise and the adaptability of value and product characteristics when conducting online celebrity marketing

Citation status

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