Online Store Image On Customer Loyalty

With the rapid development of internet technology and the extensive use of the internet, the online shopping market in China has shown a good development situation and a broad market prospect. As the market competition becomes more and more fierce, the online stores also have faced many serious problems, such as high click-through rate versus low purchase rate, low rate of customer's repeat purchase and low degree of customer loyalty. The main method to increase sales and profits of online stores is to improve the customer purchase rate and customer loyalty. Therefore, it is of great significance to study how online stores' image affects customer loyalty.The research object of the current study is the online stores'image. Based on the related researches at home and abroad, this thesis proposes the research model and hypothesis about how the online store's image affects customer loyalty. The image of online stores can be divided into six dimensions----product features, product prices, service quality, network design, logistics distribution and security credit. This study mainly discusses how the online store's image affects customer loyalty through the intermediary variable of relationship quality. The research on the function of relationship quality focuses on customer satisfaction and customer trust. Based on the research aims, the author conducts a survey by choosing the consumers randomly in Changsha to fill in a simple questionnaire. The collected data are analyzed by the software of SPSS17.0, which involve descriptive analysis, factor analysis, correlation analysis and regression analysis.This study reaches the following conclusions:Firstly, the division of the dimensions of store image is not fixed but changes according to the environment; secondly, store image has a direct impact on customer loyalty; thirdly, the store image indirectly affects customer loyalty through relationship quality, in which customer satisfaction exerts a significant influence on customer trust; fourthly, the consumers'own characteristics differ from each other in every variable.