Author(s)

Wenke Yuan ¹

Affiliation(s)

¹ School of Commercial, College of Finance and Economics Zhengzhou, Zhengzhou, Henan, 450053, China

Corresponding Author

Wenke Yuan

ABSTRACT

With the rapid development of the Internet, people feel the convenience brought by the development of mobile e-commerce, and domestic brands also usher in another peak of development. Taking HONGXING ERKE GROUP online store as the research object, this paper uses the empirical research method to investigate the customers' continuous purchase intention of HONGXING ERKE GROUP consumers, and uses spss26.00 and amos21.00 software to build SEM structural equation model. It is concluded that HONGXING ERKE GROUP online stores can not attract women, and the product positioning is not accurate. And put forward suggestions on improving the appearance of products and determining the product positioning of HONGXING ERKE GROUP online stores, which provide reference for the development of other domestic brands.

KEYWORDS

Continuous purchase intention, Customer loyalty, Domestic brand, Structural equation modeling

CITE THIS PAPER

Wenke Yuan, Research on Customers' Continuous Purchase Intention of Hongxing Erke Group Online Store. Accounting and Corporate Management (2022) Vol. 4: 22-29. DOI: http://dx.doi.org/10.23977/acccm.2022.040403.

REFERENCES

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