Study On The Moderating Factors In The Process Of E-loyalty Formation

With the popularity of the Internet and the establishment of payment system, people's shopping behavior extends gradually from physical stores to online retail market, and thus gave birth to new business models and business forms. For online retail business, how to ensure customer satisfaction level of certain circumstances and enhance E-loyalty more efficiently, thereby winning the stable and long-term profits, is its access to obtain the living space and long-term development. Currently, the academic for the network to explore the issue of E-loyalty is still in its infancy, the moderating factors related to E-loyalty research to explore and more rare, more a lack of systematic research on this issue.In this research context, this paper employs the empirical research methods to discuss the moderating factors in the process of E-loyalty formation taking the online retail business as example. The paper firstly reviews the related literatures about E-loyalty and customer loyalty related to the traditional theory, then combines with the network situation and the characteristics of our culture, analyzes the moderating effect of the switching costs, alternative options and customer features three factors on the relationship between E-satisfaction and E-loyalty. On the basis, this paper builds up a moderating factors model and verifies it with empirical research methods.Empirical results show that:(1) E-loyalty can be divided into attitudinal loyalty and behavioral loyalty, and E-satisfaction is an important precursor of E-loyalty. (2) Switching costs can be divided into procedural switching costs,financial and relational switching costs, which is different from the traditional criteria for the classification. Switching costs indeed has a positive moderating effect on the relationship between E-satisfaction and E-loyalty. (3) Alternative options have a negative moderating effect on the relationship between E-satisfaction and E-loyalty. (4) The moderating effect of different customer features varies on the relationship between E-satisfaction and E-loyalty. On this basis, the results of this study are discussed, then we put forward some feasibility of marketing proposals, point out the limitations of this study and future research prospects lastly.The innovations of this paper reflect mainly in the following two aspects:(1) This paper will introduce the customer feature to the moderating factors model in order to discuss the moderating effect of demographic factors and the history of consumer online shopping on the relationship between E-satisfaction and E-loyalty.(2) This article builds up a moderating factors model about E-loyalty and use empirical research to validate the method. It is an innovative attempt for relevant theory study and enriches E-loyalty theory research system.