Zhou Shuang, Salleh Hudin Norlaile
Sultan Idris Education University, Tanjung Malim, Perak, Malaysia.
Shandong Liaocheng Zhouxiaobai Biotechnology Co., Ltd., China.
PLoS One. 2025 Aug 20;20(8):e0321485. doi: 10.1371/journal.pone.0321485. eCollection 2025.
For China's omni-channel retailers, retaining customers is of utmost importance. This study identifies the key factors influencing customers repurchase intentions in retail stores. Through omni-channel integration, we propose a framework that explains how social media, store atmosphere, merchandise quality, service quality, and price perception impact repurchase intentions through functional, utilitarian, and hedonic value processing systems. The study utilized an online questionnaire targeting 305 respondents, primarily Chinese consumers, considering age, gender, and income levels to enhance methodological transparency. Data validation encompassed factor analysis, confirmatory factor analysis, and structural equation modeling. The results indicate that factors such as social media, store atmosphere, merchandise quality, service quality, and price perception significantly influence perceived value (serving as mediator variables). These perceived values play a crucial role in enhancing customer satisfaction and brand trust. Furthermore, customer satisfaction and brand trust increase repurchase intentions. The findings of this study offer valuable insights for optimizing customer experience in highly competitive markets like China, enhancing loyalty and repurchase intentions, and promoting the success of omni-channel retail strategies.
对于中国的全渠道零售商而言，留住顾客至关重要。本研究确定了影响零售店顾客回购意愿的关键因素。通过全渠道整合，我们提出了一个框架，解释社交媒体、店铺氛围、商品质量、服务质量和价格感知如何通过功能、功利和享乐价值处理系统影响回购意愿。该研究采用在线问卷，针对305名受访者，主要是中国消费者，考虑了年龄、性别和收入水平以提高方法的透明度。数据验证包括因子分析、验证性因子分析和结构方程建模。结果表明，社交媒体、店铺氛围、商品质量、服务质量和价格感知等因素显著影响感知价值（作为中介变量）。这些感知价值在提高顾客满意度和品牌信任方面发挥着关键作用。此外，顾客满意度和品牌信任会增加回购意愿。本研究的结果为优化中国这样竞争激烈市场中的顾客体验、增强忠诚度和回购意愿以及促进全渠道零售战略的成功提供了宝贵的见解。
