On-line Store Image And The Impact Of Brand Sensitivity On Band Loyalty

With the internet technology development, the internet market shows a rapidexpansion trend by the internet as media.Generally speaking，due to the characteristicsof the internet，the web-shop competition is more intenser than the traditional shops.Now years, tourist sites develop extremely rapidly, how to enhance the tourism sitesshop image to build a lasting competitive advantage has become a core issue for mostof the web-shops. The previous study found that store identity has a significant impactbetween customer satisfaction and customer loyalty in physical environment. Thisrelationship still exists or not in the network environment? If it is true,in order toaccumulate and create more brand value, tourist sites should take advantages of thenetwork and excavate network potential rapidly.This passage first collected literature of the image of online store and customerloyalty, and through the literature, the customer satisfaction will be selected as amediator between the two assumptions; I read the models about which includingrelation between the image of online store and customer satisfaction at traditionalenvironment, and relations between customer satisfaction and customer loyalty,combined with the characteristics of tourist sites, the original models in otherindustries had been corrected, then concluded the conceptual model which describesthe relationship between the image of online store and customer loyalty at networkstores; then collected a large number of foreign scholars’ measurement of scales onthe image of online store，customer satisfaction and customer loyalty scale, thenamended with a customer interview，use SPSS17.0statistical software for a validitytesting on small sample asked items, remove the non-compliant items, finally, thefinal scale comes up; last large sample surveys based on valid data were descriptivestatistics, validity and reliability analysis, end-correlation analysis and multipleregression the impact of developed relationships between variables, test hypothesesand found the hypothesis is totally supported. Finally come to conclusions, makemanagement recommendations.These are the main conclusions of the study: The image of online store incommodity identity，network identity，service identity，safety identity，price identityon customer satisfaction are significant positive impact. This conclusion is still true inthe network environment, but the impact of price identity is least. The five dimensionsof the image of online store’s impact on both the two dimensions of customer loyalty is significantly positive；Customer satisfaction has a significant positive impact oncustomer loyalty; Customer satisfaction plays an intermediary role in the image ofonline store and customer loyalty.These conclusions have some innovate worth toreshape and improve the tourist sites’s identity and some others.