Consumer E-commerce Website Customer Loyalty Impact Factors And Promotion Strategy

With the development of computer and network technology, human society has stepped into information age and as a new economic form, E-commerce has experienced rapid development. In recent years, our network infrastructure is constantly improving, the use of broad band becomes more and more popular, the number of netizens increases rapidly, and people's consciousness of E-commerce gets more and more strong. But the service quality, customer loyalty of E-commerce is relatively low and the rate of complaint is relatively high. So customer loyalty become a key research project under the background of E-commerce.This paper is writing as steps below: First, we do comprehensive research on relative theories of customer loyalty; Then combining the characteristics of consumptive E-commerce at the base of theoretical analyze, we constructed a driving model of customer loyalty focusing on consumptive E-commerce websites; After that, we do some research on the model through theories research and empirical analysis. Research works and conclusions of this paper are as follows:Firstly, this paper constructed a driving model of customer loyalty to consumptive E-commerce websites, after reviewing and analyzing loyalty theory of E-commerce home and abroad.Secondly, Get a good research method and Measurement items of Structure variables on loyalty problem of consumptive E-commerce websites, which will be an important guidance to further empirical researches in the future.Finally, driving factors on customer loyalty of consumptive E-commerce websites and inner structure of customer loyalty are studied empirically in this paper. Main conclusions is summarized as follows: perceived customer value has a positive prominent influence on customer's behavior loyalty; the brand and service exercise a positive influence on customer's attitude and behavior loyalty; customer trust has a relatively positive influence on customer's attitude loyalty, but it exercises no prominent effect on customer's behavior loyalty; Finally, conversion cost has a general positive effect on customer's attitude loyalty and behavior loyalty.