The Analysis And Research Of Influence Of Switching Costs On E-loyalty Under The C2C E-commerce Environment

With the rise of online shopping, C2C e-commerce has developed rapidly and the competitionbetween online shopping sellers is becoming more and more intense in recent years. In order to remaininvincible under the internet environment, obtaining customer loyalty for C2C online retailers is the keyfactor. However, due to the characteristics of online shopping, it is more difficult for C2C onlineretailers to obtain customer loyalty compared with the enterprise in the traditional environment. Basedon the previous research and practice, the online shopping retailers can keep customers through a varietyof ways. This article is mainly to study the impact of switching costs on e-loyalty in the C2Ce-commerce environment from the perspective of the switching costs. And consumer’s perceived risksof online shopping is much higher than that of the traditional shopping, therefore this article consideredthe perceived risk as a regulating variable to analyze how perceived risks affect the relationship betweenswitching costs and e-loyalty. This not only broadens the perspective of switching costs and customerloyalty, but also it has practical guiding significance for online retailers to improve e-loyalty.This article took C2C e-commerce field as the research object. Firstly, the research goal andsignificance of this paper was indicated and the domestic and foreign research about e-loyalty andswitching costs was summarized. Then the relational theories of customer loyalty, e-loyalty, switchingcosts and perceived risks were expatiated. Secondly, a theoretical model of influence of switching costson e-loyalty under the C2C e-commerce environment was built through the analysis of the relationshipbetween switching costs and e-loyalty, and the research hypothesis was put forward. This modelinnovatively introduced the perceived risks as a regulating variable to study how perceived risks affectthe relationship between switching costs and e-loyalty. The research took the experienced onlineshopping students as main data connection object, used the multiple regression analysis and the SPSSstatistical analysis software for data processing, showing that switching costs in two dimensions offinancial switching costs and relational switching costs have a positive effect on the electronic attitudeloyalty and electronic behavior loyalty, but procedural switching costs do not have a significant effect one-loyalty, while the perceived risks play a regulating role on the relationship between switching costsand e-loyalty. The higher the perceived risks, the weaker the positive effect of switching costs one-loyalty. Finally, this article proposed strategy suggestion to enhance e-loyalty through the empiricalanalysis of C2C e-commerce environment in order to provide theoretical support and practical supportfor the implementation of competitive strategy and customer loyalty strategy for online shoppingretailers.