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Customer Behavior / The Repeat Purchase Decision
客户行为/重复购买的决定
Lu and Lin (2002) stated that just like the traditional market, enterprises need to build and maintain customer loyalty to attract new consumers in the marketplace. Meanwhile, nevertheless, the particular factors of the internet have changed the rules for marketing. The consumers’ retention is faced with great challenges for online enterprises today (Hoffman and Novak, 2000). The Wide Web World offers a unique market-space that grants enterprises, and their consumer can have multilateral communications as well as the likelihood of creating a one to one relationship between the seller and the buyer (Ghosh, 1998). Additionally, through the marketing channel, enterprises can recognize their consumers’ http://www.ukassignment.org/azdxassignment/ needs more precisely. Thus, increase consumers’ satisfaction and retention (Elofson and Robinson, 1998). According Kotler (1967) study the consumer-oriented market-space concept is no longer an illusion. Further more and more important, the Wide Web World offers an appropriate space in order to develop virtual communities, with strong relations between the provider and the user (Hagel III and Armstrong, 1997). Hagel III and Armstrong (1997) have expressed a view that enterprises having a successful virtual community can gain consumers loyalty and retain consumers easily.
吕和林（2002）指出，就像传统的市场，企业需要建立和保持顾客的忠诚度，吸引新的消费者，在市场上。然而，与此同时，互联网上的特定因素改变了市场营销的规则。消费者的保留正面临着巨大的挑战今天的网上企业（霍夫曼和诺瓦克，2000年）。万维网世界提供了一个独特的市场空间，授予企业，他们的消费也有多边的通信以及创建一个一对一的卖方和买方之间的关系（戈什，1998年）的可能性。此外，通过营销渠道，企业可以识别消费者的需求，更精确。因此，提高消费者的满意度和的保留（埃洛夫森和罗宾逊，1998年）。根据科特勒（1967）研究以消费者为导向的市场空间的概念已不再是一个错觉。此外，更重要的，广泛的网络世界提供了一个适当的空间，以开发虚拟社区，具有较强的提供者和使用者（哈格尔三世和阿姆斯特朗，1997年）之间的关系。哈格尔三世和阿姆斯特朗（1997）表示，有一个成功的虚拟社区，企业可以容易赢得消费者的忠诚度和留住消费者。
On the other hand, Ariely and Carmon (2000) indicated that the extremely important part of the shopping experience happens at the end of the shopping process which is critical stage may affect one’s possibility of coming back to the same website. This issue is concerned that the completion side of the shopping process may play a crucial role than the information quality and the quantity of choice that is available to the customer (Reibstein, 2002). The retention just like the circumstances of traditional shopping, after a while, the consumers’ online behavior will become a routine. In addition, according to Alba and Hutchinson (1987), once the consumer usually shops at a particular website or location, the decision process will become habitual. Dholakia and Baggozi (2001) emphasize on that the decision to come back to the same website is the same as the decision to buy the same brand. Thus, the capability of the website and the purchase process are crucial issue.
另一方面，阿雷利和卡蒙（2000）指出，发生在购物的过程中，这是回来了同一个网站的关键阶段，可能会影响一个人的可能性年底的购物体验是非常重要的一部分。这个问题关注，完成侧的购物过程中可能发挥了至关重要的作用比信息的数量和质量的选择，是提供给客户（鲁宾斯坦，2002年）。就像传统购物的情况下，保持一段时间后，消费者的行为将成为一种常规。此外，根据阿尔巴和Hutchinson（1987），一旦消费者通常在一个特定的网站或位置的店铺，决策过程将成为一种惯性。 Dholakia先生和Baggozi（2001）强调决定购买同一品牌的决定回来同一个网站是一样的。因此，能力的网站和购买过程中的关键问题。
Many works have been done focusing on online decision aids; however, little connection has been made to luxurious brands. With online shopping becoming more and more popular and luxury brands valuing this channel of sales increasingly, it is interesting to see to what extent online decision aids play its part during the purchasing process.
许多作品已经完成专注于在线决策辅助，但是，已经取得了一点连接到豪华品牌。随着网络购物越来越流行和奢侈品牌的销售越来越重视这个渠道，它是有趣的，看看到什么程度线上的决策辅助发挥其在采购过程中的一部分。
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