Empirical Study On The Influencing Of The Platform Shopping Website Rewarding Programs On Customer E-loyaltv

When customer rewarding programs is widely used in various sectors such ascommunication, airlines and traditional retail, the research on the influence of the customerrewarding programs on customer loyalty has become one of hot research at home and abroad.With the prosperous progress of the interconnection network and the dissemination of internetuse in China, the competition of traditional retail enterprise continues to the virtual network.In order to establish new customers of the whole country and keep favorable relationship withcurrent customers, each platform shopping website operators have their own customer rewardprograms. However, on the one hand, owing to the high transparency of information in the Internetenvironment, consumers have the reasonable rights to take the initiative to patronize shopping website,which make the website customer loyalty more vulnerable than the real world, On the other hand, due tocost, performance and time aspects, rewarding programs may be hastily established or implemented.When customers go to any shopping website for consumption will get discount and various “VIP” identity,the problem that a rewarding program can bring customer loyalty is questionable. Therefore, research onthe influence of the customer rewarding programs on customer loyalty in network environmenthas important theoretical and realistic significance to explain the platform shopping website customerreward program effectiveness and improve the system of retail rewarding programs.In this paper, the main research techniques are questionnaire and empirical study. Firstly,we referred to the domestic and foreign research literature about the influences of customerrewarding programs on customer loyalty. By the analysis and qualitative of the detaileddesign of some platform shopping website rewarding programs, we constructed themechanism model about the Influence of platform shopping website rewarding programs oncustomer loyalty, on the basis, we designed and entrusted professional institutions issue questionnaires. Secondly, by the software of SPSSl3.0and Lisrel8.70, we analysed theverified262valid questionnaires data, and got the influence mechanism of platform shoppingwebsite customer rewarding programs on customer loyalty, that is, customer rewardingprograms mainly relies on customer perceived value to have impact on customer attitudinale-loyalty and behavioral e-loyalty by network customer satisfaction and the switching cost.Finally, in view of implementation problems of our platform shopping website customerrewarding programs, we put up with reasonable and logical suggestions of individualincentive scheme.