An Empirical Study On Online Customer Loyalty Based On Switching Cost

With the increasingly fierce competition and the higher customer cultivating cost in the e-commerce consumer market,How to win and keep customer loyalty has become the problem that needs urgent solution for domestic e-commerce websites, especially B2C e-commerce websites that needs urgent solution.In the theoretical and empirical studies of customer loyalty-driven mechanism,there are subjective factors, as well as inconsistencies selected industries,and other factors,led to the present study also concluded there were inconsisteneies.Thus,it is necessary to have an empirical study of online customer loyalty-driven mechanism,using the results of this study to complement and extend the online customer loyalty- driven model.In view of this,The paper puts forward question which the thesis wants to resolve after generalizing and analyzing the status about the e-commerce market development. Based on home and abroad customer loyalty theory and research results,the paper took B2C online Bookstore as an example,and focuses on online retailing bookstore--EXVV.COM.In this study,based on the conversion cost to build the customer loyalty B2C online bookstore theoretical model,and have made a form of web-based electronic questionnaires investigation,collected 396 valid questionnaires. Then with the use of SPSS 13.0 for data analysis,to verify the assumptions made to build the model and the reasonableness of the results and make a reasonable explanation for the amendment of the model.The results show that:①the three kinds of online switching costs have a positive impact on online customer behavior loyalty,and only the financial switching costs and relational switching have a positive impact on online customer attitude loyalty;②the composition of three kinds of online switching costs have different impact of the mechanism of online customer loyalty;③With the impact of online customer loyalty,the effects of two dimensions of online relationship quality must be lower than the effects of three kinds of online switching costs;④In the different state of relationship quality,various switching costs on customer loyalty have different effects.At the same time,this paper has put up some helpful marketing suggestions for the e-commerce business.At the end of the paper,the inadequate issue has been pointed out for the consequence research.