An Experimental Research On Factors Influencing Consumers’ Loyalty Of E-commerce Platform

With the rapid development of economy and universal coverage and upgrade of Internet, e-commerce platform online shopping has become a people’s daily lives. Currently, the online shopping market concentration is relatively high, competition among enterprises increasingly fierce. Business of e-commerce platform must pay attention to customer loyalty so that they can achieve an advantage in the competition. Loyal customers are not only an important factor to achieve competitive advantage, but also is the origin of long-term profits of the enterprise, having a very important economic significance and practical value. Companies of e-commerce platform want to get loyal customers, so it is necessary to understand what are the factors affect customer loyalty. The current network of customer loyalty research focuses on a particular brand or online retailers, however, customer loyalty of e-commerce platform is obviously inadequate. E-commerce platforms which want win customers must explore the characteristics of marketing strategy to adapt to themselves. So, what are the factors that affect customers’ loyalty of e-commerce platform? In this regard, there is still lack of theoretical research.In summary, based on previous research scholars and our research work, the study finds that 21 factors may have influence on consumers’ loyalty. Then,322 copies of the survey data have been conducted in reliability and validity analysis, and the study finds that 21 questions of measurement are classified into five factors. Through path analysis, the study finds that online shopping platform promises, customer switching costs, online shopping information service and customer complaints handling have significant impacts on customer’s loyalty of e-commerce platform. In descending order, these four factors are online shopping platform promises, customer switching costs, customer complaints handling, online shopping information service. Independent sample T test and one-way Analysis of Variance show that monthly online purchase frequency has certain impact on customer’s loyalty of e-commerce platform, consumer’s gender and monthly online purchase frequency have impacts on factors of customer’s loyalty in e-commerce platform.Finally, according to the findings of this research, we provide guidance and advice of marketing strategies for companies, and discuss the limitations and directions for future of this study.