Study On The Formation Mechanism Of Customers’ Loyalty In O2O Electronic Commerce

With the gradual development of Internet technology, e-commerce transactions become more and more common. The emergence of new O2 O model provides opportunities for the integration of real economy and virtual economy. However,On the one hand,due to the O2 O model in China has just started, many management models are not mature enough. What’s more,in order to get more profits businesses have suffered different levels of problems in the aspects of integrity, business qualification, service quality etc. These negative impacts are not conducive to the development of O2 O and even make O2 O business increasingly difficult to obtain sustainable competitive advantage and stable customer resources. On the other hand, with the growing popularity of Internet users and the maturity of the network, customers will not hesitate to switch to other electronic stores if these large numbers of O2 O businesses can not provide a superior shopping experience.Therefore, the important task for O2 O electronic commerce will be to attract and retain customer loyalty. This study analyzed the formation mechanism of customers’ loyalty in O2 Oelectronic commerce to help businesses make more effective and precise marketing.In this study, the whole paper includes three core sections. The first part focus on the various of existing customer loyalty theories and models to explore the formation mechanism of customers’ loyalty in O2 O electronic commerce.And summaried the influence factors of the formation of customer loyalty which include customer perceived value, customer satisfaction, customer trust.The second part is the theoretical analysis phase.Aimed at clarifying O2 O e-commerce customer loyalty form a dynamic process.This part include three aspects.The first one is find out the roots of e-commerce customer loyalty.Then sort the formation stage of customer loyalty.Thirdly,the key factor how to influence the for mation of O2 O e-commerce customer loyalty.Through the establishment of a theoretical model and research hypothesis to clarified the dynamic logical thinking of formation process of customers’ loyalty. According to the characteristics of consumer behavior and O2 O electronic commerce pattern to construct the initial formation mechanism theory model of O2 O e-commerce customers’ loyalty and put forward the related hypothesis. The architecture of this model consists of driving factors, the antecedent factors, intermediary variable, background variables and the corresponding path relationship between composition which respectively from the customer perceived value, customer satisfaction, customer trust, switching cost, analysis of the influencing factors of customer loyalty. The outcome variable of customer loyalty is defined as behavior loyalty(repeat buying, cross buying) and attitude loyalty(recommendation and public praise, the price tolerance is high).The third part is the empirical study. According to the research model designed questionnaire which meet the characteristics of this study. Then, in order to modify the questionnaire this study developed a survey to small-scale through distributed the first draft of the questionnaire. Through the SPSS software for data analysis which includes descriptive statistics, reliability, validity analysis, correlation analysis and regression analysis etc. Finally, the study reached the following research findings:Firstly,this study shows that the effect of customer satisfaction on attitude loyalty is not significant while the customer trust have the greatest contribution on attitude loyalty to explore the relationship between customer perceived value,customer satisfaction and customer loyalty.Secondly,research also shows that, in addition to the influence between convenience,consumption environment and customer perceived value was not significant, other hypotheses are established.Finally, summed up the formation mechanism of based on O2 O e-commerce to provide some suggestions for O2 O marketing e-commerce businesses and pointed out the lack of research as well as prospects for future research.