Empirical studies of repeat purchase intentions of online consumers based on the moderating role of habit

The factors influencing online consumers' repeat purchase intentions are analyzed,and the concept of habit is introduced to establish a theoretical model along w ith characteristics of online consumption,and the relationships betw een consumer habits,trust and repeat purchase intentions are explored. By empirical analysis,the theoretical model has been verified. On the one hand,habit plays a moderating role in the relationship betw een trust and repeat purchase intentions. Then,habit formation is influenced by familiarity and satisfaction. Therefore,the Internet sellers should continuously improve consumers' familiarity and satisfaction to reduce the uncertainty of consumption,developing consumers' strong habits and increasing their repeat purchase intentions.