Empirical Study On Customer Switching Costs Influence Factors Of Online Shopping

Customer loyalty management has been a hotspot concern of academics and managers. The swithing cost impact of customer loyalty as an important factor has attracted increasing attention to the academic community. The existence of switching costs could be regarded as an important guarantee for customer relationship. It is a tactical factors to maintain customer loyalty .And do a good job on customer switching costs can improve the management of customer loyalty.This paper will be integrated existing customers the cost of switching, and proposed the concept of causality model, using empirical methods to verify the model, making the customer switching costs and customer loyalty research more comprehensive and provide a reference and basis to more people for the future in the skills area for further studies. In addition, the paper's conclusion will provide effective management of customers switching costs and guiding enterprises through better management of the impact of switching costs, to manage the customer switching costs, thereby increasing customer loyalty, enhance their competitiveness.Based on research results of foreign scholars and unite the actual situation of industry research, this assay will summerize five influence factors of the customers switching costs. Furthermore, combine the influence factor of the customers switching costs to customer loyalty to form a customer switching costs of the concept of casuality model, and in accordance with the concept model to give study assumptions, and establish a structure model. Finally, through the empirical findings of the analysis of this study validate the concept and assumptions, and draw the following conclusions:First, the five factors have an obiviously impact on the three categories of customer switching costs - procedural switching costs, financial switching costs and relational switching costs in varying degrees. Except for the consumer's experience on relations converting a negative impact, the others that product complexity, and heterogeneity of products, the use of width and the online care has been verified the assumption that exist positive influence to customer switching costs in varying degreesSecond, the procedural switching costs and relational switching costs play a crucial role to a enterprise customer loyalty management. The higher customer perception of the procedural switching costs and relational switching costs, the higher customer loyalty will be. Therefore, enterprises in order to better retain customers, should try to improve the management of procedural switching costs and relational switching cost.