A Research Of Influencing Factors On Community-based E-commerce Customer Loyalty

In recent years, as the breakthrough in Internet technology, there is anunprecedented development of E-commerce industry, which dramatically shiftspeople’s shopping behavior. For E-commerce businesses, how to nurture and sustaincustomer loyalty is a key factor for enterprises to gain competitive advantages andprofits. So it has a theoretical and practical significance to research the connotation ofcustomer loyalty and the influence of E-commerce.By analyzing the literature on finishing commerce, online communities, andelectronic customer loyalty, from the perspective of community-based e-commerce,and considering the situation of customer loyalty for lower E-commerce businessrealities in our country, we find that customer’s perceived value of community-basedcustomer loyalty is the main factor affecting the operation of the process ofE-commerce and customer’s perceived value decomposition of knowledge sharing,service quality, system quality, and brand image in four dimensions. The framework ofthis study is consist of the antecedent variables (perceived value), mediating variables(customer satisfaction, customer trust) and the dependent variable (customer loyalty)three kinds of variables and their corresponding paths, which is hoped to explain andpredict the influence factors of network customers’ community-based E-commerceloyalty, thereby to establish a theoretical model that considers the affected relationshipof the community-based E-commerce customer loyalty, and further to propose theresearch hypothesis in this paper.Empirical analysis of this study is divided into two phases: the first phase is thepre-test analysis, which analyzes the reliability and validity of the scale factor and afinal screening questionnaire; and the second phase is the confirmatory analysis, whichis a validation of the proposed relationship model in this paper, and hopes to obtainantecedents and consequences that affect the community-based E-commerce customerloyalty.On the basis of the312collected valid questionnaires, the constructed model wasvalidly analyzed, and management recommendations for E-commerce are proposed.Based on the theoretical and empirical research, this paper comes to the followingconclusions in the Community-based E-commerce environment: the customer’sperceived value has a significant positive effect on customer loyalty; the customer satisfaction and customer trust is a part of intermediary variables on the customer’sperceived value and customer loyalty; and the customer trust has a significant positiveeffect on the customer satisfaction.