An Empirical Study On The Influencing Factors Of Customer Loyalty In B2C Electronic Commerce

With the popularity of internet, B2C e-commerce has been developed rapidly in China. But now, most of B2C enterprises are paying attention to attract new customers and are neglecting customer loyalty. Loyal customers are the source of profits. If B2C enterprises only focused on expanding the scale of customer and neglected to establish customer loyalty, they would not win profits. Besides, because of virtual, convenient and other features, it is more difficult to build stead relationship between customers and B2C online retailers.On this research background, this paper had a normative and empirical study on the influencing factors of electronic customer loyalty in B2C e-commerce. Through studying the theoretical studies on customer loyalty of other scholars, and integrating the characters of e-commerce and electronic customer, factors of e-loyalty were summarized as follows:customer value, customer satisfaction, customer trust, switching costs and background variables. Then we constructed B2C e-commerce customer loyalty model and had an empirical study on it. Finally we got some conclusions and gave B2C online retailers some pertinent suggestions.This study will help B2C enterprises develop marketing strategies, establish and maintain customer loyalty, then improve their profitability and promote the development of B2C e-commerce in China. In addition, this paper will enrich the empirical research on electronic loyalty.