The Research For Influential Factors Of Online Mall Customers’ Loyalty

Abstract:According to the report of iResearch, China’s online trading in2012was worth up to￥268.37billion,51.6%jump over the same period last year. With the rapid development of B2C e-commerce, the competition between the electronic malls becomes more and more intense. The well-known online shopping malls such as Jingdong Mall, Dangdang, Amazon (China) are trying to attract customers through promotion. How to improve the customer loyalty is vital to the survival and development of B2C Online shopping mall.This study expounds the background and current situation of the B2C e-commerce in China, puts forward a research model of effecting factors on online customer loyalty and analyzes the influence of customer satisfaction, customer trust, and conversion cost on B2C E-customer loyalty. In the empirical study, the statistical analysis software--SPSS17.0is used in data analysis based on the questionnaires from network shoppers from Changsha, to evaluate the study model and test hypotheses.The main conclusions of this study are:1.Customer satisfaction has a significant positive impact on online mall customers’loyalty and is the most important one among all the factors.2.Customer trust has a significant positive impact on online mall customers’loyalty, but it is weaker than customer satisfaction.3.Conversion cost has a certain effect on online mall customers’ loyalty.This paper also puts forward some countermeasures and suggestions for the B2C Online on the basis of empirical analysis result.