Research on factors influencing the consumer repurchase intention: Data mining of consumers’ online reviews based on machine learning

The fierce competition in the market makes it necessary for enterprises to not only consider how to increase consumers’ purchase intention but also study to maintain high customer loyalty for continuous purchases. Taking the smartphone brands on the Jingdong platform (hereafter referred to as JD) as an example, the study collected 60,000 review data and using NLP technology for data mining, factors that may affect consumers’ willingness to repurchase were extracted. Based on Theory of Reasoned Action (TRA), the questionnaire was made for empirical research. The results showed that the four factors, product attributes, service quality, brand image and price significantly affect consumers’ repurchase intention, while service quality had the strongest effect among them, implications of the research are discussed.