What Leads to Customer Satisfaction and Repurchase Intention in Taobao.com
The purpose of this paper is to investigate the Taobao.com's consumer behavior and to find out the effects of Taobao.com's service quality, product factor and price factor on customer satisfaction and repurchase intention. For the purpose we collected and analyzed data via a Web based questionnaire survey. This paper also investigates the moderating effect of online shopping experience on the way. The results reveal that: first, customer satisfaction positively affects repurchase intention in Taobao.com; second, online shopping experience has a moderating effect on relationship between service and customer satisfaction; service and repurchase intention; and satisfaction and repurchase intention.