Portal Brand Loyalty Affect Empirical Study

Along with the development strategy and the transformation of business model, Portal Site will become an increasingly important mode of the Internet industry and is an important direction for the future network development. And increasingly fierce competition at this stage of the domestic Internet portals, for traditional portals, homogenization of the increasingly competitive market environment is worsening. What is more alarming is that more and more websites started its ambitious portal strategy traditional portals are being constantly on the edge. Therefore, this paper is going to use the commitments and confidence theory to study factors and mechanisms affecting the brand loyalty of domestic portal sites. Through this empirical study, we want to explore how to enhance the customer brand loyalty portal by focusing on the reservation and development of such a huge client resources, in order to establish and maintain the company's loyal customers who make profit and obtain the customer life-time value from the relationship's maintenance.Research can be divided into three steps. First, to review and discuss the document, based on extensive literature reading, we raised the idea of the conceptual model and related assumptions; Second is the questionnaire design and data collection, we conducted a questionnaire survey and data collection in the cities of Zhejiang, Shanghai, Guizhou and other provinces; Finally, we use the Structural Equation Model Approach to analyze the data to discuss the relationship between these variables. The results of analysis mainly prove our propositions, including:1. The study found that in the network environment, customers generally could have stronger sense of commitment. However, they only have the corresponding lower loyalty. Therefore, we need to use various relationship marketing means to promote customer commitment sense to change.2. We apply relationship marketing theory, relationship commitment and trust theory to the brand loyalty of Portal Site with a good integrated of the relationship of commitment intermediary role and the relationship between commitments and trust. Then we get a good construct validity.In the same time, we found some variance between our conclusions of this research and previous research findings in the foreign background:(1) The results indicate that the impact from affective commitment to continued commitment is not significant.(2) The results indicate that through the commitment's fully intermediary effects, the regulatory and obligations have a significant impact on brand loyalty.3. We found that in the network environment, the impact on brand loyalty from various factors can be achieved through the intermediary role of the commitments.(1) The factor which have larger impact on the brand loyalty is the satisfaction for the quality of core service and regulatory and obligations' clarity and guide.(2) Trust, customer switching costs and attractive alternative are't have a strong impact on the brand promise.