The Experimental Research Of The Factors Influencing The B2C Retailing Website E-loyalty

With the development of the intemet technology and the perfect ofthe security laws and rules, the development of B2C e-business has asolider basis and better environment. The date of the CNNIC reveals thefact that the B2C e-business of China are keeping on developing with ahigh speed after 2001.Though, the development of the B2C e-businesshas lots of opportunities, there are also some risks on its way. And now,the retailing website, as the branch of the B2C e-business, faces severalproblems: limited product variety, furious price competitions, poorcustomer service level, less customer's repurchase. To solve these, wehave to analyze them from a new aspect.Customers are the center of a company, and the loyalty customersare the source of the profit. So, this paper will center on the customerloyalty. Refer to the research results of the scholars both at home andabroad, we analyze the customer loyalty of the B2C retail web sites,which is called the e-loyalty. By doing so, we want to find the factors thataffect the customer e-loyalty and give corresponding suggestions to helpthe e-business companies.This paper follows the clues that find the question, analyze thequestion and solve the question. Firstly, we describe the problems existing in e-business in China and make clear the background of thisresearch. Then, we analyze some relative researches and pave the theoryway for this paper. Based on the theory research and the surveys, weconstruct our theoretical model of e-loyalty. With the help of the statisticssoftware, we prove the model and get some conclusions. At last, we putforward several suggestions for enhancing the e-loyalty.The main works and the innovations of this paper are as follows:Firstly, based on the e-loyalty models of other scholars, introduce thevariable, customer value, into the e-loyalty research model, and analyzethe factors of e-loyalty from mult-aspect.Secondly, construct the e-loyalty model of the B2C retailing websiteaccording to the facts of our country and proved it using experimentalresearch method.Thirdly, consider the background variables of e-loyalty, such as vitalstatistics, consume experience, product species and analyze the adjustingfunction on e-loyalty of them.