| B2C e-commerce development is showing a thriving trend. EBay and Taobao entering the B2C market make many traditional vendors have to follow up. Faced with such a market, many online vendors are accompanying the opportunities and challenges. How to get success is a problem for B2C vendors. The purpose of this study is cultivating customer loyalty, finding a reasonable way to enhance customer loyalty and providing guidance for the success of B2C vendors from theory and practice.B2C website is a critical way for customers to understand the online vendors. Integrating interaction model in website, it will become a better platform with interactive function. It enhances customer service levels and cultivates customer loyalty through this platform. By reviewing the literature and visiting a large number of sites, to the interaction model, it is divided into three categories: the interaction between client and the site, the interaction between customer and customer service representative of the online and the interaction with each others between customers. The six factors have been come up with: validity, connection, responsibility, secrecy, interdependent and bidirectional. Two interactive platforms have been designed. So this paper proposes a theoretical hypothesis and correspondingly conceptual model which tells that online interaction leading to e-loyalty. An empirical test has been carried out in order to testify the conceptual model. Using factor analysis and structural equation modeling, we testify five factors can lead to e-loyalty, but the path of validity to loyalty does not receive support. So we get the conclusion that interaction can boost customer e-loyalty and the two interactive platforms for the positive impact of loyalty have been proved. At the end of this paper, we list the to-be-improved aspects of this research and give an improvement for future study. |
