The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism.
| Published in | Science Journal of Business and Management (Volume 9, Issue 1) |
| DOI | 10.11648/j.sjbm.20210901.13 |
| Page(s) | 26-38 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2024. Published by Science Publishing Group |
Chinese E-commerce Websites, Customer Satisfaction, E-commerce Platform, Integrated Marketing Communications (IMC), Online Customer's Repurchase Intention, Relationship Quality
| [1] | Amoako, G. K., Kutu-Adu, S. G., Caesar, L. D., Neequaye, E. 2019. “Relationship marketing and repurchase intention in Ghana's hospitality industry: an empirical examination of trust and commitment.” Journal of Relationship Marketing 18 (13): 1-31. |
| [2] | Amri, S., Nurkhalis. 2018. “Online Shops Integrated Marketing Communication in Indonesia (Comparison Study on Trading Service in Web World).” Advances in Social Science, Education and Humanities Research, 1st Aceh Global Conference (AGC 2018) 292: 77-84. |
| [3] | Anantachart, S., 2004. “Integrated marketing communications and market planning: their implications to brand equity building.” Journal of Promotion Management 11 (1): 101–125. |
| [4] | Andreasen, A. R. 1965. Attitude and Consumer Behavior: A Decision Model in New Research. Berkeley, CA: Institute of Business and Economic Research. University of California. |
| [5] | Anderson, R. E., Srinivasan, S. S. 2003. “E-satisfaction and e-loyalty: a contingency framework.” Psychology & Marketing 20 (2): 123-138. |
| [6] | Bagozzi, R. P., Lee, K. H., Van Loo, M. F. 2001. “Decisions to donate bone marrow: The role of attitudes and subjective norms across cultures.” Psychology & Health 16 (1): 29-56. |
| [7] | Beard, Fred K. 1996. “Integrated Marketing Communications: New Role Expectations and Performance Issues in the Client-Ad Agency Relationship?” Journal of Business Research 37 (3): 207-215. |
| [8] | Belch, G. E., Belch, M. A. 1993. Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective. Homewood, IL: Irwin Professional Publishing. |
| [9] | Belch, G., Belch, M. 2009. Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Irwin. |
| [10] | Blackston, M. A. 1992. “Brand with an Attitude: A Suitable case for treatment.” Journal of the Market Study Society 34 (3): 231-241. |
| [11] | Caemmerer, B. 2009. “The planning and implementation of integrated marketing communications.” Marketing Intelligence & Planning 27 (4): 524-538. |
| [12] | Cardozo, R. N. 1965. “An Experimental Study of Customer Effort, Expectation, and Satisfaction.” Journal of Marketing Research 2 (3): 244-249. |
| [13] | Chen, S. C., Liu, M. L., Lin, C. P. 2013. “Integrating Technology Readiness into the Expectation–Confirmation Model: An Empirical Study of Mobile Services.” Cyberpsychology Behavior and Social Networking 16 (8): 604-612. |
| [14] | Chou, S. W., Hsu C. 2016. “Understanding online repurchase intention: social exchange theory and shopping habit.” Information Systems and e-Business Management 14 (1): 19-45. |
| [15] | Clark, Bruce H. 1999. “Marketing Performance Measure: History and Interrelationships.” Journal of Marketing Management 44 (8): 711-732. |
| [16] | Cobb-Walgren, C. J., Ruble, C. A., Donthu, N. 1995. “Brand Equity, Brand Preference, and Purchase Intent.” Journal of Advertising 24 (3): 25-40. |
| [17] | Davis, F. D., Bagozzi, R. P., Warshaw, P. R. 1989. “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models.” Management Science 35 (8): 982-1003. |
| [18] | Dewhirst, T., Davis, B. 2005. “Brand strategy and integrated marketing communications: A case study of player's cigarette brand marketing.” Journal of Advertising 34 (4): 81–92. |
| [19] | Duncan, T., Moriarty, S. E. 1998. “A Communication-Based Marketing Model for Managing Relationships.” Journal of Marketing 62 (4): 1-13. |
| [20] | Ehrenberg, A. S. C., Barnard, N., Kennedy, R., Bloom, H. 2002. “Brand advertising as creative publicity.” Journal of Advertising Research 42 (4): 7–18. |
| [21] | Fazio, R. H., Zanna, M. P. 1981. “Direct experience and attitude-behavior consistency in advances in experimental social psychology.” Advances in Experimental Social Psychology 14: 161-202. |
| [22] | Fehrnstrom, M., Rich, D. M. 2009. “Using Events to Drive an Integrated Marketing Model.” Journal of Integrated Marketing Communication 31-37. |
| [23] | Fill, Chris. 2001. “Essentially a Matter of Consistency: Integrated Marketing Communications.” The Marketing Review 17 (12): 409-425. |
| [24] | Fishbein, M., Ajzen, I., Belief, A. 1977. “Belief, attitude, intention, and behavior: an introduction to theory and study.” Contemporary Sociology 6 (1): 130-132. |
| [25] | Foster, J. 1990. “Working Together: How companies are integrating their corporate communications.” Public Relations Journal 46 (9): 18-24. |
| [26] | Ganguly, B., Dash S. B., Cyr, D. 2010. “The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture.” International Journal of Electronic Business 8 (4-5): 302-330. |
| [27] | Hall, B. 2002. “A new model for measuring advertising effectiveness.” Journal of Advertising Research 42 (2): 23-31. |
| [28] | Hennigthurau. T., Klee A. A. 1997. “The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development.” Psychology & Marketing 14 (8): 737-764. |
| [29] | Homsud, S., Chaveesuk, S. 2014. “An integrated model of customer's repurchase intention in B2C e-commerce.” International Conference on Information Technology & Electrical Engineering. IEEE. October: 1-6. |
| [30] | Hsieh, M. T., Tsao, W. C. 2014. “Reducing Perceived Online Shopping Risk to Enhance Loyalty: a Website Quality Perspective.” Journal of Risk Research 17 (2): 241-261. |
| [31] | Huang, G. Q. 2019. “On the integrated marketing communications strategy under the new media.” Decision Making Exploration 2 (11): 43. |
| [32] | Huang, J. H., Hsiao, T. T., Chen, Y. F. 2012. “The effects of electronic word of mouth on product judgment and choice: the moderating role of the sense of virtual community.” Journal of Applied Social Psychology 42: 2326-2347. |
| [33] | Huber, F., Vollhardt, K., Matthes, I., Vogel, J. 2010. “Brand misconduct: consequences on customer-brand relationships.” Journal of Business Study 63 (11): 1113-1120. |
| [34] | Israeli, A. A., Adler, N., Mehrez, A., Sundali, J. A. 2000. “Investigating the use of advertising for communicating a hotel's strategic assets.” Journal of Hospitality Marketing & Management 7 (3): 23–37. |
| [35] | Ivanov, A. E. 2012. “The Internet's impact on integrated marketing communications.” Procedia Economics and Finance 3: 536-542. |
| [36] | Jacoby, J., Chestnut, R. W. 1978. “Brand loyalty measurement and management.” Journal of Marketing Study 15 (4): 121-149. |
| [37] | Jenkinson A, Mathews B. 2007. “Integrated marketing and its implications for personalised customer marketing strategies.” Journal of Direct, Data and Digital Marketing Practice 8 (5): 193-209. |
| [38] | Jin, X. L., Zhou, Z., Lee, M. K. O. 2013. “Why Users Keep Answering Questions in Online Question Answering Communities: A Theoretical and Empirical Investigation.” International Journal of Information Management 33 (1): 93-104. |
| [39] | Jones, M. A., Suh, J. 2000. “Transaction - specific satisfaction and overall satisfaction: an empirical analysis.” Journal of Services Marketing 14 (2): 147-159. |
| [40] | Jones, Michael A., Mothersbaugh, David L., Beatty, Sharon E. 2000. “Switching barriers and repurchase intentions in services.” Journal of Retailing 76 (2): 109-126. |
| [41] | Jones, T. O. 1996. “Why Satisfied Customers Defect.” Journal of Management in Engineering 73 (6): 11-12. |
| [42] | Jung, Y., Kang, H. 2010. “User Goals in Social Virtual Worlds: A Means-end Chain Approach.” Computers in Human Behavior 26 (1): 218-225. |
| [43] | Keller, K. L. 2003. Strategic brand management: building, measuring, and managing brand equity. 2nd ed. Upper Saddle River, NJ: Prentice Hall. |
| [44] | Keller, K. L. 2009. “Building strong brands in a modern marketing communications environment.” Journal of Marketing Communications 15 (2-3): 139–155. |
| [45] | Kim, S. 2011. “Web-Interactivity dimensions and shopping experiential value.” Journal of Internet Business 9: 1-25. |
| [46] | Kitchen, P. J., D. E. Schultz. 2001. Raising the corporate umbrella: Corporate communication in the 21st century. New York: Palgrave Macmillan. |
| [47] | Kotler, P. 2000. Marketing management. 10th ed. London: Prentice Hall International. |
| [48] | Laric, M. V., Lynagh, P. M. 2010. “The Role of Integrated Marketing Communications in Sustainability Marketing.” American Society of Business and Behavioral Sciences 17 (1): 108-119. |
| [49] | Lee, G. G., Lin, H. F. 2005. “Customer perceptions of e-service quality in online shopping.” International Journal of Retail & Distribution Management 33 (2-3): 161-176. |
| [50] | Lin, Shin-Yi, Chang Chia-Chi. 2020. “Tea for Well-Being: Restaurant Atmosphere and Repurchase Intention for Hotel Afternoon Tea Services.” Sustainability 12 (3): 778. |
| [51] | Madhavaram, S., Badrinarayanan, V., McDonald, R. E., 2005. “Integrated marketing communication and brand identity as critical components of brand equity strategy: a conceptual framework and research propositions.” Journal of Advertising 34 (4): 69–80. |
| [52] | Mathwick, C., Malhotra, N., Rigdon, E. 2001. “Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment.” Journal of Retailing 77 (1): 39-56. |
| [53] | Maxham, J. G., Netemeyer, R. G. 2002. “Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent.” Journal of Retailing 78 (4): 239-252. |
| [54] | Duncan, T., Moriarty, S. 1997. Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships. New York: McGraw-Hill. |
| [55] | Nowak, G., Phelps, J. 1994. “The Integrated Marketing Communications Phenomenon: An Examination of Its Impact on Advertising Practices and Its Implications for Advertising Research.” Journal of Current Issues and Research in Advertising 16 (1): 49-66. |
| [56] | Oliver, R. L. 1980. “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of Marketing Study 17 (4): 460-469. |
| [57] | Panda, T. K. 2004. “Consumer Response to Brand Placements in Films: Role of Brand Congruity and Modality of Presentation in Bringing Attitudinal Change Among Consumers with Special Reference to Brand Placements in Hindi Films” South Asian Journal of Management 11 (4): 7-19. |
| [58] | Parasuraman, A., Grewal, D. 2000. “The impact of technology on the quality-value-loyalty chain: a study agenda.” Journal of the Academy of Marketing Science 28 (1): 168-174. |
| [59] | Reid, Mike. 2002. “Building Strong Brands through the Management of Integrated Marketing Communications.” International Journal of Wine Marketing 14 (3): 37-52. |
| [60] | Reid, Mike. 2005. “Performance Auditing of Integrated Marketing Communications Actions and Outcomes.” Journal of Advertising 34 (4): 41-54. |
| [61] | Rose, S., Clark, M., Samouel, P. 2012. “Online customer experience in e-retailing: an empirical model of Antecedents and Outcomes.” Journal of Retailing 88 (2): 308-322. |
| [62] | Schultz, D. E. 1993. “Integrated marketing communications: maybe definition is in the point of view.” Marketing News 27 (2): 17. |
| [63] | Schultz, D. E., Schultz, H. 1998. “Transitioning Marketing Communication into the 21st Century.” Journal of Marketing Communications 4: 9-26. |
| [64] | Schultz, D. E., Kitchen, P. H. 2000. Communicating Globally: An Integrated Marketing Approach. London: Macmillan Business. |
| [65] | Schultz, D. E. 2004. “Building an internal marketing management calculus.” Interactive Marketing 6 (2): 111-129. |
| [66] | Šerić, M., Saura, I. G. 2011. “Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian first-class and luxury hotels.” Journal of Retail & Leisure Property 9 (5): 401-414. |
| [67] | Šerić, M., Saura, I. G. 2012. “ICT, IMC, and brand equity in high-quality hotels of Dalmatia: an analysis from guest perceptions.” Journal of Hospitality Marketing & Management 21 (8): 821-851. |
| [68] | Šerić, M., Saura, I. G., Ruiz-Molina, M. E. 2014. “How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry.” International Journal of Hospitality Management 39 (2): 44-156． |
| [69] | Sheth, J. N. B. I., Newman, B. L., Gross, B. L. 1991. “Why We Buy What We Buy a Theory of Consumer Behavior.” Journal of Business Research 22 (3): 159-170. |
| [70] | Shin, Kwang-Yong. 2013. The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model. Berlin, Heidelberg, Germany: Springer. |
| [71] | Shin Kwang-Yong. 2014. Integrated Marketing Communications Strategy Management. Beijing, China: Tsinghua University Publishing. |
| [72] | Simon, Torp. 2009. “Integrated communications: from one look to normative consistency.” Corporate Communications: An International Journal 14 (2): 190-206. |
| [73] | Singh, J., Saini, S. 2016. “Managing Consumer Loyalty through Acquisition, Retention and Experience Efforts: An Empirical Study on Service Consumers in India.” Vision: The Journal of Business Perspective DOI: 10.1177/ 0972262916637264. |
| [74] | Sirgy, M. J. 1998. Integrated Marketing Communications: A Systems Approach. Englewood Cliffs, NJ: Prentice Hall. |
| [75] | Šķiltere, D., Bormane, S. 2018. “Integrated marketing communications as a business management tool in the context of sustainable development.” Open Economics 1 (1): 115-123. |
| [76] | Spreng, R. A., MacKenzie, S. B., Olshavsky, R. W. 1996. “A Reexamination of the Determinants of Consumer Satisfaction.” Journal of Marketing 60 (7): 15-32. |
| [77] | Suki, N. M., Ramayah, T., Ly, K. K. 2012. “Empirical Investigation on Factors Influencing the Behavioral Intention to Use Facebook.” Universal Access in the Information Society 11 (2): 223-231. |
| [78] | Su, Rong. 2016. “Research on Medea air conditioning integrated marketing communications under the new media environment.” MBA Thesis, Nanjing: Nanjing University. |
| [79] | Tsai, H. T., Huang, H. C., Jaw, Y. L., Chen, W. K. 2006. “Why online customers remain with a particular e-retailer: an integrative model and empirical evidence.” Psychology and Marketing 23 (5): 447-464. |
| [80] | Tsai, S. P. 2005. “Integrated marketing as management of holistic consumer experience.” Business Horizons 48 (5): 431-441. |
| [81] | Turner, Paul. 2017. “Implementing integrated marketing communications through major event ambassadors.” European Journal of Marketing 51 (3): 605-626. |
| [82] | Úbeda-García, M., Claver-Cortés, E., Marco-Lajara, B., Zaragoza-Sáez, P. 2016. “Toward Organizational Ambidexterity in the Hotel Industry: The Role of Human Resources.” Cornell Hospitality Quarterly 57 (4): 367-378. |
| [83] | Wang, Ying. 2020. “Characteristics of the fourth retail revolution and suggestions for the innovation and development of China's retail industry.” Business Economy Research 3 (2): 12-15. |
| [84] | Wang, Z., Kim, H. G. 2017. “Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective.” Journal of Interactive Marketing 39 (8): 15-26. |
| [85] | Wen, C., Prybutok, V. R., Chenyan, X. U. 2011. “An integrated model for customer online repurchase intention.” Journal of Computer Information Systems 52 (1): 14-23. |
| [86] | Woodside, A. G., Frey, L. L., Daly, R. T. 1989. “Linking service quality, customer satisfaction, and behavioral intention.” Journal of Health Care Marketing 9 (4): 5-17. |
| [87] | Yeboah, A., Atakora, A. 2013. “Integrated Marketing Communication: How Can It Influence Customer Satisfaction?” European Journal of Business and Management 5 (2): 41. |
| [88] | Yin Yanqi, Xin Hui. 2018. “The dilemma and countermeasures of the homogeneous competition in the e-commerce industry cluster.” E-commerce 11 (8): 14-15. |
| [89] | Zaki, Karam G. 2019. “Using the mixed methods research to model the hotel performance measurement in Egypt: An example from a hotel chain.” Journal of Global Business Insight 4 (1): 18-33. |
APA Style
Shin Kwangyong, Zhongtian Shen, Haekun Shin, Shiyao Zhang, Ke Chen, et al. (2021). The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention. Science Journal of Business and Management, 9(1), 26-38. https://doi.org/10.11648/j.sjbm.20210901.13
ACS Style
Shin Kwangyong; Zhongtian Shen; Haekun Shin; Shiyao Zhang; Ke Chen, et al. The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention. Sci. J. Bus. Manag. 2021, 9(1), 26-38. doi: 10.11648/j.sjbm.20210901.13
AMA Style
Shin Kwangyong, Zhongtian Shen, Haekun Shin, Shiyao Zhang, Ke Chen, et al. The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention. Sci J Bus Manag. 2021;9(1):26-38. doi: 10.11648/j.sjbm.20210901.13
Share This Article
Twitter
Linked In
Facebook
Copy
Download@article{10.11648/j.sjbm.20210901.13,
author = {Shin Kwangyong and Zhongtian Shen and Haekun Shin and Shiyao Zhang and Ke Chen and Lijie Li},
title = {The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention},
journal = {Science Journal of Business and Management},
volume = {9},
number = {1},
pages = {26-38},
doi = {10.11648/j.sjbm.20210901.13},
url = {https://doi.org/10.11648/j.sjbm.20210901.13},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20210901.13},
abstract = {The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism.},
year = {2021}
}
TY - JOUR T1 - The Mechanism of How Integrated Marketing Communications Influence on the Chinese Online Customer’s Repurchase Intention AU - Shin Kwangyong AU - Zhongtian Shen AU - Haekun Shin AU - Shiyao Zhang AU - Ke Chen AU - Lijie Li Y1 - 2021/01/25 PY - 2021 N1 - https://doi.org/10.11648/j.sjbm.20210901.13 DO - 10.11648/j.sjbm.20210901.13 T2 - Science Journal of Business and Management JF - Science Journal of Business and Management JO - Science Journal of Business and Management SP - 26 EP - 38 PB - Science Publishing Group SN - 2331-0634 UR - https://doi.org/10.11648/j.sjbm.20210901.13 AB - The competition in the online shopping industry is becoming intense. Compared with creating new customers, improving customer stickiness and repurchase intention is more important for the long-term development of E-commerce enterprises. At the same time, with the development of information technology, e-commerce platforms have more multiple channels to communicate with consumers timely. Thus, Integrated Marketing Communication, which is a more effective marketing strategy to E-commerce platform, obtained more attention. The aim of this paper was to clarify the path of Integrated Marketing Communications influence on online customer’s repurchase intention. We collected data by taking 514 questionnaires of e-commerce users who have experience of online shopping in China. This paper used SPSS22.0 and AMOS24.0 data processing software to study the relationship between Integrated Marketing Communications (IMC), and customer satisfaction and online customer’s repurchase intention. The mechanism by which IMC worked in the relationship was also explored. The results showed that IMC has a significant positive effect on customer satisfaction, which has a significant positive effect on online customer’s repurchase intention. Additionally, compared with the negative direct regulation, IMC positively regulates online customer’s repurchase intention by improving online customer satisfaction experience indirectly. The online consumer satisfaction experience plays a significant mediating role of IMC and online customer’s repurchase intention. This analysis is significant. It not only confirms the positive role of IMC in the field of E-commerce in China to increase customer’s repurchase intention but also has a more comprehensive and accurate analysis of the path mechanism. VL - 9 IS - 1 ER -
Information
Email: