Factors Exploration And Model Building-up Of Online Shopping Loyalty

Customer loyalty is an eternal topic for enterprise to improve marketing performance, even in such an information era. Customer loyalty is still one of the most important factors that will bring profits and competition strength. For some e-commerce corporations customer loyalty is the same important. But what will influence e-loyalty? Scholars in-and-abroad do some research but not too much. So it is necessary to investigate deeply. The author read most of the relative articles, collated all the factors they advanced and do some analysis work. Hope to give some valuable suggestions for marketers of e-commerce business. Thus this research is meaningful and helpful both in theory and practice.Based on referring a lot of articles, through demonstration method, the author has figured out the main factors that will influence E-loyalty in the course of online shopping and their intensities. The paper introduces some important issues in the former articles at first, summarizes several traditional models and possible causes under the circumstance of E-commerce. Then, by the way of questionnaire investigation and data analysis, the author has got the conclusion that customer trust, customer satisfaction and switching costs will make sense in the forming process of E-loyalty. Besides, customer trust factor includes business credit, network safety and communication. Customer satisfaction factor includes goods value, website performance, customization, relationship investment, purchasing experience and customer character. Switching cost factor includes benefit correlation, switching risk and competitors' strength. At last, the author builds up an E-loyalty model and modifies it concerning the analysis results.At the same time, this paper has put up some helpful marketing suggestions for the e-commerce business. The innovative points in this research are that the differences between online shopping and traditional purchasing are discussed and demonstration is applied. The author has put forward a new way of realization of E-loyalty and several new factors. At the end of the paper, the inadequate issue has been pointed out for the consequence research.