A Research On Consumer Loyalty In B2C Electronic Commerce

As the development and popularisation of Internet, the concept of E-Commerce and Business is accepting by a growing number of enterprises and consumers, meanwhile the competition on this very field is increasingly fierce. In the particular environment, how can enterprises employing B2C e-commerce method survive from crucial competitions by obtaining credit from consumers? This master dissertation contributes to this research question by starting from the perspective of e-loyalty. Subsequently, as the research result, indications and suggestions for this classification of enterprises is provided and discussed.The research is initiated from extensive literature review on 52 journal publications in the research area. A version of effective factors model of e-loyalty is presented after analyzing and concluding propositions on effective factors in e-loyalty from the journals. The presented model has 7 variables and 27 observational variables. An acronym"7C"can effectively represent these 7 variables, namely Content, Convenience, Communication, Concern, Credibility, Character and Customization. Based on the presented model, survey study has been conducted with a focus on a group of university students. Then, tools of SPSS 11.3 and LISREL 8.7 are used on data analysis and verification on e-loyalty effective factors. The presented model is modified based on the survey study by dropping an observational variable. Finally, the conclusion not only provides suggestions for enterprises which are operated under the B2C method, but also indicates shortages from this research and further studies.