2022年5月，随着《中华人民共和国职业教育法》颁布实施，推动职业教育向高质量发展方向转型，提升社会人员工作技能，帮助应对企业需求的变化，提高劳动者的素质和水平。职业教育受政策加持，在资本市场备受关注，融资次数增加，融资金额增大，市场发展前景巨大。但是受三年疫情持续影响，国内经济下行，考试竞争逐步增大，考试通过率停滞不前，导致很多职业教育机构出现经营困难的局面。职业教育行业消费者重复购买率较低，提升消费者重复购买率不仅能降低职业教育企业的顾客运营维护成本，增加企业收入，还可以提升企业的口碑和品牌。
本文通过查阅消费者重复购买意向相关文献，找到影响消费者重复购买意向的三个因素，分别为顾客感知价值，顾客满意和转换障碍，基于职业教育行业重新定义概念和设计测量量表。研究选取H公司作为研究对象，使用案例分析法介绍职业教育外部宏观环境、行业背景、H公司背景和重复购买现状，分析H公司消费者重复购买策略的优势和劣势，并且设计重复购买意向一般模型，使用问卷调查法调研消费者行为意向，研究各因素的影响关系。
问卷结果显示，顾客感知价值中的产品性价比，授课效果期望和教师水平期望有显著正向影响，投入是否值得有边缘显著正向影响；顾客满意中的响应速度有显著负向影响，向其他人推荐有显著正向影响；转换障碍中花费的时间、精力和成本费用有显著正向影响。
依据分析结果，论文建议H公司：提升重复购买产品性价比；加强师资管理，保证师资水平；深入课程教研，强化授课效果；建立服务标准，提升顾客满意；专业透明诚信，构筑转换壁垒。研究成果预期将有助于H公司提升职业教育企业消费者重复购买率。

In May 2022, the Chinese government issued a law on vocational education, aiming to transform it into a high-caliber program, enhance the capabilities of social workers in their roles, adjust to alterations in business requirements, and improve the quality and level of workers.Vocational education is supported by policies and has received much attention in the capital market. The number and amount of financing have increased, and the market development prospects are enormous.But the three-year epidemic has had a continuous effect on the domestic economy, resulting in competition for exams escalating and the passing rate of exams decreasing, thus causing many vocational education institutions to experience operational difficulties. The consumer repeat purchase rate in the vocational education industry is relatively low. Improving the consumer repeat purchase rate can not only reduce the customer operation and maintenance costs of vocational education enterprises, increase their revenue, but also enhance their reputation and brand.
This article examines literature on consumer repurchase intention to identify three factors that affect consumer repurchase intention, namely, customer perceived value, customer satisfaction, and switching barriers. Based on the vocational education industry, it redefines the concept and designs a measurement scale. Select H Company as the research object, and use case analysis to introduce the external macro environment, industry background, Company H background, and the status quo of repeat purchase of vocational education. Analyze the advantages and disadvantages of H Company's consumer repeat purchase strategy. Design a general model of repeat purchase intention, use a questionnaire survey to investigate consumer behavior intention, and study the impact of various factors.
The results of the questionnaire were obtained through statistical analysis. Among customer perceived value, there was a significant positive impact on product price performance, teaching effect expectations, and teacher level expectations, while there was a marginal significant positive impact on whether the input was worth it; Response speed in customer satisfaction has a significant negative impact, while recommending to others has a significant positive impact; The time, effort, and cost of switching barriers have a significant positive impact.
The paper proposes that Company H should enhance the cost efficiency of repeat purchase items;bolster the management of teachers and guarantee their proficiency; augment the teaching and research of courses and bolster the teaching effect; set service standards to enhance customer gratification; Company H should be professional, transparent, and honest, and build transition barriers. The research results are expected to help Company H improve the repeat purchase rate of vocational education enterprise customers.