An Analysis Of Factors Affecting Customer Loyalty In E-commerce

According to "2013Annual China e-commerce market data monitoring report" released by the China Electronic Commerce Research Center on March17,2014shows that by the end of2013, Chinese electricity trading business market scale reached10.2trillion, an increase of29.9%. Which, B2B electronic commerce market trading volume of8.2trillion Yuan, an increase of31.2%. Trading scale online retail market reached1.8851trillion Yuan, an increase of42.8%. With the rapid development of e-commerce market, a large number of traditional companies are in transition to e-commerce businesses, and competition in the market is gradually increasing, leading to business cost rising. According to the80/20rule proposed by Pareto,80%profit of the corporate comes from only20%of its customers, thus the cost which enterprises retain old customers is far less than new customers. In the e-commerce environment, consumer simply clicking mouse can make comparison between the merchants and choose to buy, and companies maintaining customers become more difficult. Therefore, how to obtain and retain e-business network customers, making customer loyalty to business is not only a matter of concern to the business community but also to the academia. Currently research scholars study more traditional loyal customers, but studies for loyal customers under the network environment are relatively less. In particular, the domestic academic network for the study of factors affecting customer loyalty has not yet formed a unified point of view. Although some scholars studied relationships between the customer perceived value, customer trust, customer satisfaction and switching costs and network customer loyalty,, studies combining these four factors into a single model with the characteristics of e-commerce and empirical are relatively less. Therefore, this paper based on the results of previous research and analysis attempts to build a model of factors affecting e-loyalty. And the paper selects the online shopping people as the research object, using the qualitative and quantitative methods to explore the relationship between network customer perceived value, customer trust network, customer satisfaction, network switching costs and customer loyalty, and finally providing theoretical reference for e-business management and marketing decisions. In this paper, the structure consists of six parts, the specific contents as follows:The first part is an introduction, describing the background, purpose and meaning, method and framework for research papers.The second part is the definition and related literature review. This paper mainly discusses the traditional customer loyalty and the network, the concept of customer loyalty and their corresponding influencing factors.The third part is the construction of network factors affecting customer loyalty model and putting forward research hypothesis. This part is the focus of this article. Through evaluation and absorption of domestic and foreign scholars research model, this paper put forward its own network factors affecting customer loyalty model, select the network customer perceived value, customer trust, customer satisfaction as well as the network switching cost four level network consumers’ personal characteristics and the factors affecting a scene adjustment factors, and product factors, quality of service, network security, website reputation, website performance, personalized service, emotional investment, program transformation cost, profit loss cost, relationship between switching costs ten variables such as the secondary influence factors of customer loyalty as a network. Thus, in this paper, the model variables to define and design the questionnaire survey item of each variable.The fourth part is the network empirical factors affecting customer loyalty model. SPSS17.0software through the use of data analysis, validation of each factor and the relationship between customer loyalty network impact, and ultimately the model was modified.The fifth part is the conclusions and recommendations of this article. By analyzing the conclusions, this article puts foreword recommendations for e-business marketing decisions and customer relationship management, and further pointed out that lack of this article and future direction for further research.The possible innovation of this article:1. Through theoretical analysis, this paper has a comprehensive introduction of network customer perceived value, network customer trust, network of customer satisfaction, network switching costs to build a model of e-loyalty, and modifies the model on the basis of the empirical test.2. This paper fully integrates e-commerce features, the product of factors, quality of service, network security, web reputation, site performance, personalized service, emotional investment, program conversion costs, loss of interest costs, costs of conversion and other relations as ten factors secondary factors network customer loyalty and set up the questions of the appropriate measure, highlighting the customer loyalty network characteristics.3. Based on the conclusions, this paper provides recommendations for the e-business marketing decisions and customer relationship management. And it makes the study have some practical significance.The shortage of this article:1. E-loyalty is influenced by many complex factors. But due to my limited time and energy, this paper just summed up four factors, including network customer perceived value, network customer satisfaction, network customer trust, network switching costs. The study may miss an important factor.2. The sample data of this paper is investigated through the network. So the data quality is not very well, and the age of the investigated group is concentrated between19-40years old. It may not fully represent all the people shopping on the internet. Thus, these factors are very likely to influence the conclusions of the article.3. This study level of this paper is more macro, and there is no detailed classification of the type of e-commerce, such as B2B, B2C and C2C. The factors affecting network customer loyalty of each mode certainly exists nuances, and this also is the inadequacy of this article.