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.
Highlights
Since the Internet appeared in China in 1996, B2C e-commerce transactions have showed a blowout-growth
By reviewing the existing literature on customer satisfaction and customer’s repurchase intention, this study finds that customer satisfaction with online consumption experience usually appears as an intermediary variable in recent studies and has a significant relationship with most customer’s repurchase intention
We proposed the theory that Integrated Marketing Communications (IMC) deliver a consistent voice to customers through an e-commerce platform and promote online customer satisfaction from five aspects, namely, communication tools and channels consistency, visual consistency, language consistency, brand image consistency, and long term consistency
Summary
Since the Internet appeared in China in 1996, B2C e-commerce transactions have showed a blowout-growth. From 2014 to 2018, the development speed of mobile e-commerce platforms entered an ‘outbreak period’, with a total transaction volume exceeding 35 trillion yuan at an annualised growth rates of more than 25% [83]. Specific to e-commerce platform, according to the 2020-2025 China Mobile E-commerce Industry Market Analysis and Forecast Research Report released by China Zhiyan Consulting, the transaction scale of top three e-commerce giants: Alibaba, Jingdong and Pinduoduo in China reached 4.82 trillion, 1.68 trillion and 471.6 billion respectively in 2018. The development of social e-commerce shows rapid growth. In 2018, the scale of social e-commerce is 1.14 trillion yuan, and it is expected to reach 3 trillion yuan by 2020, accounting for about 31% of the Chinese online retail market. The form and quality of products and services on each platform are convergent because of the continuous
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