Factors Influencing Customer Loyalty Of B2C E-Business In China: An Empirical Study

Since the 1990s, e-business has been developing rapidly and become the major part of the internet function. After 10 years' development, the software and hardware environment of e-business in our country have been improved greatly, but the financial performances of e-business websites are not so optimistic while the size of the market keeps growing. The low customer loyalty is the main reason why these websites can not get profits. How to win and keep customer loyalty has become the problem that needs urgent solution for domestic e-business websites, especially B2C e-business websites that needs urgent solution.The thesis puts forward question which the thesis wants to resolve after generalizing and analyzing the status about the e-business market development in our country. According to the relevant literature and field surveys, which is used for reference, the thesis brings forward factors influencing customer loyalty considering our present status of the e-business market and establishes the model of factors influencing e-business customer loyalty, so that some suggestions can be made for e-business companies in our country to keep customer loyalty. The thesis makes an empirical research on factors influencing customer loyalty of B2C e-business websites and gets conclusions as following:(1)Factor of customer trust has positive and moderate effects both on behavior loyalty and attitude loyalty of e-business customers; (2) Factor of service quality has a relative weak but positive effect on behavior loyalty of e-business customers, but has no notable effect on attitude loyalty of e-business customers; (3) Factor of switch cost has no notable effects both on behavior loyalty and attitude loyalty of e-business customers; (4)Factor of customer dependence has strong and positive effects both on behavior loyalty and attitude loyalty of e-business customers, and it is the main driving factor of e-loyalty.