The Study Of Adjustable Effect Of Customer Switching Costs On The Formation Of The Loyalty Of Customer Toward Electronic Commercial Enterprise

With the rapid development of our country's economy and with Internet's rapid popularization, more and more people choose on-line shopping; the electronic commercial web site also springs up. On-line customer loyalty is the key factor of the competitive advantage gained by electronic commerce enterprise. In the theory circle, researchers have not agreed on the study of the former factor of on-line customer loyalty, and cultivating loyal customer has been the most predominant concern in the care and study of marketing world, creating remarkable customer satisfaction and enhancing conversion cost have been the two big main means taken by enterprises to gain loyal customers. In the electronic commerce environment, the relationship between the conversion cost and on-line customer, and how the conversion cost affects on-line customer's loyalty are not studied very well, especially the research on the conversion cost division as yet has not been studied further under the electronic commerce environment. Moreover, the research on how the conversion cost adjusts on-line customer loyalty is still few.This research uses the empirical study method, taking the electronic commerce enterprise (website) as the object of this study, uses the questionnaire survey to interview on-line shopping customer, and discusses how the conversion cost affects on-line customer loyalty as well as adjusts the way. This research firstly makes a brief review in the related literature aspect of the conversion cost and customer's loyalty, and correctly defines the concept of satisfaction, conversion cost and customer's loyalty under the electronic commerce environment. Based on current research, I use the focal point group interview to divide conversion cost into segmentation under the electronic commerce environment, such three dimensions as the venture capital, the procedure cost and the financial cost specifically. Based on further reviewing about the theory of the relationship between customer satisfaction and on-line customer loyalty, I propose a research model of this article, simultaneously, I propose a series of research suppositions of this article. And then, I carry on the questionnaire development, execute the investigation and study design activity, and explore the data acquisition and related analysis.The statistical analysis-result implied:1.Under the electronic commerce environment, customer satisfaction is still one of the most significant factors when associating the on-line customers with their loyalty about the electronic commerce web site; 2.On-line customer perceived value, customer satisfaction and trust have a positive effect on on-line customer loyalty; 3. Through the examination of the control action of switching costs in the forming mechanism of on-line customer loyalty, this study shows that the conversion cost has a function in three ways, namely, positively effects on the relationship between on-line customer satisfaction and on-line attitude loyalty, on-line customer satisfaction and on-line behavior loyalty, on-line perceived value and on-line behavior loyalty. Finally, we discuss the results obtained, put forward the responding proposal to enhance on-line customer loyalty in the electronic commerce enterprise, and propose future research forecast. This research cultivates on-line customer loyalty effectively in the electronic commerce enterprise, and creates important theatrical and the practical significance.