| E-commerce has developed rapidly in recent years in china.Especially the B2CTmall in theAlibaba group,whether in quantity or the user market share, increasing year by year. In2013B2C market pattern,Tmall accounted for51.1%in the B2C market,it is half of the marketshare continues to lead the B2C Market[3]。In addition to Tmall mall outside, Independent salesof other B2C websites such as Jingdong, Suning no less than Tmall,they are threat to thedevelopment of Tmall,although the leading position can not be replaced in the shortterm.Tmall mall experienced flow of dividends to maintaining old customers,it is alsostrategic stress of tmall de-velopment in the future.Tmall mall will be the platform’s main brand is divided into: the big name brand suchasDior,Chanel,GUCCI,Uniqlo,Gap,Muji etc.,the fashion brand such asMO&CO,DAZZLE,ochirly etc.,the Original brand such as Artka,Liebo,Yinman,Handuyishe,OSA etc..and Tmall create independent promotion pages for these kindsof main brands.The original is not creating the never had before,It is through doubt and negationto create a new possible things On the basis of the original.It is a new life style,culturalexperience andSpiritual energy.it is guarantee of sales and in close connection with the marketalthough Belonging to original.Customer loyalty is an important concept is not only in the field of marketing,inthe academic circles also has been a hot research of many scholars.The previous theoreticalstudys have referencd electronic commerce development pattern of foreign andtraditional loyalty theory model,but Researches about B2C loyalty are not much and Have notyet formed a comprehensive system.The object of this study is The customers ofLiebo,Artka,Feichizhong,Yinman. The theoretical model of this research is four factors aboutCustomer perception, customer satisfaction, customer trust, switching barriers directly affectcustomer loyalty,and Customer perceived value contains four antecedent variables that productvalue,service value, image value, experience value, On the basis of the ACSI model proposed byFornell, the ECSI model proposed by Kristensen Kai,,theMeDougallmodel,the value-loyalty model by Blackwel land the transfer cost theory by Paulklemperer，and Comprehensive Tmall reality original clothing brand.This study mainly from the following four aspects： in the first place,I put forward the research model on the based of Research the formation mechanism that the network brand ofcustomer loyalty,Loyalty performance and The influence factors of customer loyalty throughthe literature research.Secondly,I constructed “the influence factors of customer loyalty aboutTmall original clothing brand Measurement scale”on the based of Studies and consumerdepth interview.once again,I got the antecedent variables of customer perceived value andconfirmed many factors that effect customer loyalty by Questionnaire survey and data analysis.Finally,I have analysised the relationship between Each influence factor and the customer loyalty,Comparing the differences between each path coefficient, proving the applicability oftest model,and analysised the differences on demographic variables.The empirical analysis of this study was divided into three stages. The first stage isin-depth interviews,the purpose is to confirm Measuring dimension and mood words.Thesecond stage is pre survey,the purpose is to Get the questionnaire that has good reliability andvalidity by optimizing the measurement items and verifying the rationality of the structure inthe139effective questionnaires.The third stage is formal research, the purpose is to draw the pathand weight of factors affecting customer loyalty and testing the research model and researchhypothesis in the171effective questionnaires.The conclusion of this paper is：1. Customer perceived value is composed of four antecedent variables that are productvalue, service value, experience value,image value. The value of the product is mainly composedof the product style, quality of workmanship, style design, fabric comfort, wearing a versionof type specific factors. The Service value is mainly composed of customerservice attitude,customer service professional,customer service guarantee, customerservice operation,the timeliness of customer service.Constitute the experience value mainly bythe web experience,site convenience,website design,web page loading speed, site atmosphereand other factors.Image value was formed mainly by the characteristic of brand value, brandreputation, brand awareness, brand culture etc..2.The four dimensions of the customer perceived value that are product value, servicevalue, experience value,image value affect customer satisfaction directly,effect of product valueon customer satisfaction is the most impacted,then the experience value, service value, imagevalue. 3.The three dimensions of the customer perceived value that are productvalue, service value, image value affect customer trust directly, Effect of service value oncustomer trust is the most impacted,Then product value and image value,but the experiencevalue has no influence on customer trust.4.The three dimensions of the customer perceived value that are productvalue, service value, experience value and Customer satisfaction, customer trust, switchingbarriers affect customer loyalty directly,but the image value of the customer perceived value hasno influence on customer loyalty, effect of switching barriers on customer loyalty isthe most impacted,then the product value,service value,experience value,Customer satisfactionand customer trust.5.This study was conducted to compare their differences in demographic variables suchas gender, age, profession, monthly income on the factors of customer loyalty.The results of thestudy show:In the product value, the differences between gender,monthly income, occupation,inthe service value and the value of experience, there are differences only gender relations,in thecustomer satisfaction and customer trust dimension,the existence of different genderand occupation;... |
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