| The Group-buy website is a kind of new e-commerce website which originated from Groupon in the United States, and it developed rapidly in China from2010. More than5000Group-buy websites appeared in the first half of2011. With the rapid growth of Group-buy websites, many problems appeared which hinder the healthy development of Group-buy market, such as lack of industry standards, lack of integrity, poor product quality, not guaranteed after-sales service. In the second half of2011, large-scale of Group-buy websites collapsed because of blind expansion, cutthroat competition, similar business model and the exit of venture capital. The Group-buy website which is experiencing winter need to explore new model, to take effective measures to improve customer loyalty, to attract more loyalty customers to repurchase and positive recommend to ride out the storm.Based on the analysis of customer loyalty of the Group-buy website, this paper studies the influence on Customer Satisfaction, Relationship Trust, Switching Cost and Site Factors. In order to finish this paper, a large number of questionnaires are collected to verify some hypotheses. Finally there are several hypotheses passed the empirical tests. We lead to the conclusion that in the process of Group-buy online positive correlation exists between customer satisfaction and customer loyalty, switching costs and customer loyalty, service quality and customer loyalty, website reputation and customer loyalty.As a new development e-commerce model, Group-buy website greatly impact people’s consumption habits. In the context of experienced winter, this study suggests Group-buy website to improve customer satisfaction by improving the quality of products and services, to establish higher switching costs, to improve the website image and reputation, and other measures to improve customer loyalty. This paper has very important theoretical and practical significance, the research in this paper can help Group-buy website developed more healthy. |
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