The Influence Factors Of Customer Loyalty In B2c E-commerce Environment Research

Nowadays, Along with the continuous perfect development of Internet, retailingis experiencing series of great changes, and the rapid developments of electroniccommerce bring great opportunities to retail enterprises. Faced with such large andfierce competitive network shopping market, B2C e-commerce enterprises’ marketscontinuously been invaded and carved up, and they are more and more difficult toget sustainable competitive advantages and steady customer resources. It reallybecomes an important topic for B2C e-commerce enterprises to attract and retainloyal customers. This research mainly bases on the network retail mode in B2Ce-commerce environment, explore the influence factors of customer loyalty, andprovide some advice and guidance for B2C e-commerce enterprise.This research is divided into three parts on the structure. Firstly, sum up therelated literature of e-commerce customer loyalty, combine with the character ofB2C e-commerce and its customers, and get the initial driving factor model of B2Ce-commerce customer loyalty, the model totally have four latent variables, theyrespectively are: customer’s perceptive value (product trait, service quality, webdesign, brand image), customer’s satisfaction, customer’s trust, customer’sconversion cost. Secondly, design the questionnaire based on the model, and thequestionnaire respondents are mainly college students, then use SPSS11.5softwareto carry out the descriptive statistical analysis and hypothesis testing, and revise theinitial model according to the result of hypothesis test, and get the final model.Finally, get the conclusion of this research, give suggestions to B2C e-commerceenterprise, point out the limitations of the study, and put forward the prospects forfuture research.