Influencing Factors Of Share Of Wallet In B2C E-Commerce

Share of wallet specifically means "the percentage of a customer’s total expenses for a product or a service that offered by a company", or "the share of a customer’s total expenses on likewise products that a product or service provided by a company occupied".As the market environment has shifted from seller’s to buyer’s, the companies has subdivided the market into single customers. The measure of business performance also changed from market share which emphasize on scale economies and mass marketing to share of wallet that valuing customer subdivision and one to one marketing.Since the share of wallet concept starts relatively late, the related research on share of wallet influencing factors is still far from perfect. Current literature took more consideration on effects caused by single factor, lacking of comprehensiveness and systematization. This paper selects B2C e-commerce as the field of study, established a model of B2C e-commerce share of wallet influencing factors including product quality, product price, internet reputation, service quality, switching costs and customer satisfaction which is setting out from three different aspects: products, companies, and customers. By using empirical study through questionnaire, combining with SPSS and AMOS to execute data analysis and model fitting, this paper verified the relationship among each factors and their impacts on share of wallet, enriching related theory. The results of this study show as follow:first, the customer satisfaction has a significant and positive effect on the share of wallet. Second, the product quality, product price, service quality and internet reputation have direct positive impacts on share of wallet. Meanwhile, these four variables could indirectly affect the share of wallet by influencing customer satisfaction. Last, the effect caused by switching cost is not obviously.The innovation points of this paper list behind:First, clarified the influencing mechanism of B2C e-commerce share of wallet to make the share of wallet influencing factors theory more systematic. Second, established a model of B2C e-commerce share of wallet influencing factors, enriching the existing theory. Third, extended the research fields of theory to B2C e-commerce, and put forward the theory results in line with China’s national conditions through empirical research.