An Empirical Study On Influence Factors Of E-loyalty Of Network Video Service

With the perfecting of Internet infrastructure and increasing of Internet population, network video is also developing rapidly and has become one of the most popular Internet service. Meanwhile, lots of companies are moving to the network video market, which causes the severe competition in this industry and the fiercely gain of customer. Customer is the basis for survival and loyal customer is the source of getting sustained profits. Therefore how to develop and maintain their loyal customer has become one important project for network video company.Under this background, this paper is discussing the impact factors of E-loyalty of customers, considering the research result of customer loyalty degree from different countries. The research object is network video companies. This paper reviews previous research result and also combines the feature of network video, only to find below factors: Customer Perceived Value, Customer's E-satisfaction, Customer's E-Trust, Conversion Cost, and Background Variables. On this basis, the paper constructs the E-loyalty model of network video service, and verifys it with method of empirical analysis, and draws the following conclusion:(1)Customer Perceived Value has a significant positive impact on E-loyalty and is the most important factor of all factors.(2)Customer's E-satisfaction has a significant positive effect but less than Customer Perceived Value(3)Customer's E-Trust has a significant positive impact on E-loyalty, but less than Customer Perceived Value.(4)Conversion Cost has no significant effect on E-loyalty.(5)The degree in Demographic Characteristics has a significant effect on E-loyalty. And customer's technology of Internet has a significant effect on E-loyalty. In the end, the paper gives some relevant suggestions and methods according to the research result, points out the shortcomings of this paper and prospects for the future research.