| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 93 === The competition in the market is getting much more intensive than before, meanwhile, customers become very critical and difficult to be satisfied as there are too many choices to them in the market. Under such stress, conditions are not favorable for business. Therefore, every enterprise is trying to be well-known and attractive to his potential customers in order to survive. However, that’s not enough. There is one more partner, loyalty customers, that enterprise needs to support and run their business smooth and well. As scholars said, we can identify consumer’s loyalty by observing consumers’ repeat purchasing behavior. Therefore, as long as we know the factors that make customer continue to purchase, it would be helpful to existing enterprises.
In the study I take TV home shopping as example to explore the factors that drive customers’ repeat purchasing behavior. After reviewing previous literature that talking about virtual channel, TV home shopping and consumer behavior. I found five factors that may cause customer’s repeat purchasing behavior. They are enterprises’ reaction and response upon customers’ complaint; words of mouth; sales promotion; switching cost and security risk.
This proposed model was tested and focused on consumers who have TV home shopping experience in Taipei area. And the statistics results show that above five factors are significantly affecting customers’ repeat purchasing behavior. Hoping the conclusion and suggestion of this study are useful to TV home shopping enterprises in Taiwan.
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