分析网络消费者重复购买意愿的影响因素，引入习惯的概念，结合网络消费的特征，建立理论模型，探讨消费者习惯、信任和重复购买意愿之间的关系。通过实证分析，理论模型得到了验证。研究发现，一方面习惯对信任和重复购买意愿之间关系具有中介作用，二是消费者的认知度和满意度对消费者习惯的形成具有重要的影响作用。因此，网络商家要不断提高消费者的认知度和满意度来减少消费的不确定性，使消费者形成习惯，提高其重复购买意愿。

Analyzing the influencing factors of online consumers repeat purchase intention, we introduce the concept of habit to establish a theoretical model and explore relationships among consumer habits, trust and repeat purchase intention. By empirical analysis, the theoretical model has been verified. Firstly, habit is a moderating role on the relationship between trust and repeat purchase intention. Secondly, habit is effectively impacted by familiarity and satisfaction. According to the conclusion, we give internet sellers some recommendations. Sellers should continuously improve consumers’ familiarity and satisfaction to reduce the uncertainty of consumption. When a strong habit is presented, it may be guide repeat purchase intention.