Empirical Research On Influential Factors Of Customer's E-loyalty

In recent years, the rapid development of Internet and e-commerce (EC) has made our shopping behavior extend from traditional store to Internet store. There is no doubt that creating and maintaining customer loyalty is the key to earning profit, whether under traditional or cyber circumstances. Just as was said by Paul, customer loyalty is crucial to EC success. Therefore, e-retailers are faced with such avoidable important problems as how to construct customer relationship systematically and how to improve customer satisfaction & loyalty and create new EC model. for the sake of maintaining competition advantage of Internet store.The academic studies of loyalty under the Internet circumstances are mostly done in foreign countries, where the EC there is developing rapidly. Whether its concept and theory of e-loyalty still work in other countries and cultures or not remains uncertain. Most studies of e-loyalty of the B2C EC are experience summary & subjective judgment in Mainland China while the empirical studies are limited. So, for the sake of e-retailers establishing correct marketing strategies and promoting prosperity of Internet shopping market, it is of great significance to, based on foreign studies--study the influential factors of e-loyalty under the circumstances of Chinese culture, and sum up the rules of Internet consumer loyalty behavior.Based on Relation quality model of Crosby et al and conversion cost theory, this paper mainly attempts to study the influential factors of e-loyalty to Internet store. In this paper, the influential factors are measured by nine variables:price, convenience, product quality, customization services, conversion cost, internet security, privacy protection, network relation quality. The frame of this paper comprises of three types of variables namely:exogenous variables (price, convenience, product quality, customization services, conversion cost, internet security, privacy protection), intervening variables(network relation quality) and endogenous (e-loyalty), and relevant paths. We hope that we can explain and forecast the mind mechanism of network customers about e-loyalty by this frame, in turn raises, we can build the study model with theoretical basis of e-loyalty influential factors.The empirical analysis of this paper consists of two stages. The first stage is exploratory analysis, which aims to analyze the validity and reliability of the survey questionnaire through the analysis of the measurement validity and credibility. The second stage is certification analysis, which aims to find out the influential factors of e-loyalty through the SPSS statistical analysis of the study model. After the empirical analysis of 166 valid samples, it can be concluded that:With reference to the influential factors of e-loyalty, The study found that such as convenience, product quality, customization services, conversion cost, internet security, privacy protection, network relation quality (e-satisfaction, e-trust) have significantly positive effect on e-loyalty. But inconsistent with many former research and intrusive judgment, influence of price on e-loyalty isn't prominent, which shows that the contribution of simple price on customers'network shopping decision is not distinctive. It's of great significance to e-retailers, which means that under Chinese current electronic commerce development stage. Price isn't the major factor of customers'network shopping. in the course of founding and maintaining e-loyalty, the improvement of whole quality of service and customers' convenience are good plans to network store development.