Understanding Repurchase Intention in Online Fashion Shoppingmall

The aims of this paper are to reveal the effects of attributes of Online Fashion shopping mall and service quality on customers' satisfaction and their repurchase intentions, and provide help to management consulting of fashion Internet shopping malls. To achieve such a research aim, I conducted the survey to 265 respondents who had experiences of using online shopping malls. The data was tested with a structural equation model. Tests showed that, while price, product quality, service stability, and service diversity have effects on customers' satisfaction, and their satisfaction affects their repurchase intentions, customer service does not affect satisfaction.