The Influencing Factors of Perceived Value, Satisfaction, And Intention to Reuse Online Shopping in College Students at A Public University in Hangzhou, China

Gong Zhen

Authors

Gong Zhen

Keywords:

Intention to reuse, Parasocial Interaction, Perceived Value, Customer Satisfaction, Online Shopping

Abstract

Purpose: This research aims to determine the factors influencing perceived value, satisfaction, and intention to reuse online shopping among college students at a public university in Hangzhou, China. The conceptual framework contains information quality, parasocial, delivery, website service quality, customer satisfaction, intention to reuse. Research design, data, and methodology: Researchers used a quantitative method for distributing the questionnaire online or offline to a group of university students in public schools in Hangzhou who come from the four core majors of Zhejiang Business College. The item-objective congruence (IOC) index and Cronbach’s Alpha in a pilot study (n=30) were conducted for validity and reliability testing. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis, including model fit, reliability, and validity of the constructs. Results: Information quality and parasocial interaction significantly influence perceived value. information quality, perceived value, parasocial interaction, and delivery significantly influence customer satisfaction. Furthermore, perceived value and customer satisfaction significantly influence intention to reuse. Nevertheless, website service quality has no significant influence on customer satisfaction. Conclusions: Improving customer satisfaction and reducing conversion costs are two major strategies for improving customer loyalty. Satisfaction actively influences consumers' intentions, with repeat purchase intention being one of the manifestations of this intention.

Author Biography

Gong Zhen

Zhejiang Business College, Hangzhou, China.

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