Impact Of Customer Loyalty In Traditional Retail Department On Its Online Purchasing Intention

Traditional department stores have been the main force in the retail industry for a long period. But with the continuing rapid development of e-commerce, online shopping has a profound impact on people's consumption attitudes and lifestyle. Traditional department store business is facing the competition not only within the industry, but also from the new retail format——online shopping mall. That is to say, traditional retail industry has suffered an unprecedented shock. In such circumstances, the traditional department stores began to seek for upgrade in order to maintain their competitive edge and avoid being defeated in the new era of competition. Anyway, traditional department stores have their own unique organizational strengths, such as brands, customer resources of high quality, good reputation, stable market share and operational and managerial experience that accumulated for years.The famous retail company Intime Group's new website www.yintai.com was online last year October, which was known to all and means traditional retail organizations were beginning to join in the e-commerce area to make new development. One year has past from now, the website that has been paid a lot of attention to was in scale and on the right track. By this opportunity, this paper will examine how the traditional department stores to transfer its strengths into advantages of development in e-commerce.First, this paper established an influential model of customer loyalty to purchasing intention, which refers to Hui-Chih Wang et al's study in2006. The main object of this empirical study was loyalty customers of large department stores and potential purchasers of online store. Data were collected from them via local research and Wed-based questionnaire, and then use statistical software to analyze these data. The multiple regression technique indicated the relationship and robustness of all variables. Findings of the data analysis will be discussed and marketing suggestions will be proposed at last.Through empirical research and analysis, the main conclusions are listed as follows:1,Customer loyalty has significant impact on purchasing intention.Department stores'customer loyalty has a significant positive effect on the purchasing intention of online store. Cognitive loyalty has a significant positive impact on online purchasing intention. The same is also true for affective loyalty, intentional loyalty and behavioral loyalty. These are the main conclusions for the whole study.2,The influence of perceived risk on purchasing intention is not significant.The impact of perceived risk on the relationship between customer loyalty and purchasing intention is not significant. It has insignificant effect on purchasing intention.3,The influence of customer loyalty on perceived risk is not significant.Customer loyalty has little impact on perceived risk of online shopping.4,There are great differences between groups of people with different characteristics.The differences between men and women in purchasing intention are not significant. People in different age, education level and income have significant differences in purchasing online. Purchasing intention is not significantly different in people with different internet years, while purchasing intention varies in people that have different browsing time, different times of buying and different expenditure online.