College Students Online Shopping Loyalty Key Factors Affecting Research

As the widely use of the Internet, online shopping has the advantages not only on the reasonable price, but also on the time-saving, convenient, fast and varieties of goods available to the customers and brings them joys. Meanwhile, retail industry of Internet gains a dramatic development with the improvement in the network security, electronic payment, logistics, other assistive technologies and tools.It finds that 5% increase in the index of customer loyalty; the profit will grow 25% to 80% by research. The paper uses questionnaires and statistical analysis, finds out the key factors influences the university students'online shopping loyalty, takes measures to increase their loyalty and expand the market space of merchants.The paper makes a systematic analysis of the related theories of loyalty of university student online shopping, constructs the theoretical framework model, proposes research hypotheses based on the empirical studies in hand and proves the hypotheses with the data of the university students and the SPSS statistical software. The results showed that customer satisfaction and customer trust have great influence on customer loyalty, customer satisfaction influences customer trust and customer loyalty through customer satisfaction, online shopping interact and security have great influence on customer trust, and influences customer loyalty indirectly. Meanwhile, the quality of perceived product has great influence on customer loyalty (below the 0.05 level). The paper proposes several solutions based on the above five key factors, the disadvantages and direction of research.