Empirical Research On Customer Loyalty Model Of Network Original Clothing Brand

With the development of network information technology, and the accelerated pace of life,online shopping has become an important part of many consumers’ lives. Relying on third-partyplatforms network original clothing brand has also been a rapid development. While the marketcompetition is very tense,customer loyalty plays an important role in improving the brand imageand enhancing brand competitiveness.This paper using the empirical analysis studied at network original clothing brand. Based onthe study of relevant literature, analysis of network original clothing brand and consumercharacteristics, this paper constructs a model of network original clothing brand customer loyalty.Starting from the perspective of the customer perceived value, customer perceived value will bedivided into three dimensions: functional value, service value and social value, then, design asuitable customer perceived value measurement scale under the way of online shopping, and gothrough the reliability and validity test. Through correlation and regression analysis, this paper’sfinal conclusions are as follows: functional value and service value has an indirect positive effecton the customer loyalty; social value has a direct positive impact on customer satisfaction andcustomer loyalty; customer satisfaction has a direct positive effect on customer loyalty;switching costs have a direct positive effect on customer loyalty. Finally according to thoseconclusions, this paper put forward some recommendations for the network original clothingbrand.