The Practical Research On The Factors Influencing The B2C Retailing Website E-loyalty

The development of the B2C e-business has lots of opportunities;there are also some risks on its way.The retailing website,as the branch of the B2C e-business, faces several problems:limited produce variety,furious price competitions,poor customer service level,fewer customers repurchase.To solve these,we have to analyze them from a new aspect.This paper will center on the customer loyalty.Refer to the research results of the scholars both at home and abroad,we analyze customer loyalty of the B2C retail web sites,which is called e-loyalty.This paper follows the clues that find the question,analyze the question and solve the question.Firstly,we describe the problems existing in e-business in China and make clear the background of this research.Then,we analyze some relative researches and pave the theory way for this paper.Based on the theory research and the surveys,we construct our theoretical model of e-loyalty.With the help of the statistics software,we prove the model and get some conclusions.At last,we put forward several suggestions for enhancing the e-loyalty.The main works and the innovations of this paper are as follows:Firstly,based service marketing and CRM theories,study not only deal e-loyalty but also relationship e-loyalty.Secondly,construct the e-loyalty model of the B2C retailing website according to the facts of our country and proved it using experimental research method.Thirdly,consider the background variables of the e-loyalty,such as vital statistics, consume experience,product species and analyze the adjusting function on the e-loyalty of them.