The Empirical Study Of The Effect Customer Value To Customer Loyalty Under B2c E-commerce Environment

In recent years, with the rapid development of e-commerce ,consumer's shopping habits has undergone a drastic change, e-commerce has created a new economic model,which has gradually changed people's way of life. As an important part of e-commerce, online shopping becomes more and more popular. With the online shopping rapid development, there should not be neglected Customer draining. How to improve customer loyalty to prevent the loss of customers for online shop in e-business environment , which is of great significance.This theory based on customer value, customer loyalty and customer satisfaction,and the theory reaserch online shopping store as study target . In this study, the network is divided into four dimensions of customer value: product perceived value, customer service value, consumer shopping experience and online shopping risk, and research customer satisfaction as the middle variable between customer value and customer loyalty , empirical study of the relationship between E-customer value and E-customer loyalty .Firstly ,this article reviewed the related literature home and abroad , based on this ,create a "network of Customer Value - Network customer satisfaction - customer loyalty network" model, and then proposes a hypothesis of this study. Secondly, after analysis of the data obtained by actual survey, data were reliability analysis , validity analysis and hypothesis testing by SPSS13.0 . Finally, according to the results of data processing,we reached the following conclusions.1,The E- customer value has a direct positive effect to the E-customer loyalty. The E- customer value of the four dimensions's test results : experiential value, online shopping risk and service value have a direct positive effect with the E-consumer loyalty , the product value has no direct significant impact with the E-consumer loyalty.2,The e-customer value has a direct positive effect with the e-customer satisfaction.The E- customer value of the four dimensions's test results: online shopping risk, product value, experience value and service value have a direct and significant impact with the e-customer satisfaction , and the influence was reduced.3,The e-customer satisfaction has a direct positive influence with the e-customer loyalty .4,The e-customer satisfaction has a part- effect between the independent variable service value, experience value, online shopping risk and the dependent variable the e-customer loyalty.Results of this study can be applied to e-commerce enterprises to create customer value of the activities carried out, through the creation of customer value, achieve customer satisfaction, thus forming a lasting customer loyalty.