Research On The Relationship Between Shopping Website Attachment, Relationship Quality And Customer Loyalty

With the explosive growth of the internet era, the situation of internet shopping industry becomes increasingly intense. And nowadays, customers pay more attention to whether the products and services they choose are consistent with their individual needs. Therefore, understanding the changes of customers’psychology, improving the quality of relationship between customers and shopping sites, enhancing customers’ loyalty has been becoming an important means to form competitive advantage of shopping web site. And shopping website use consumer website attachment can establish deep emotional connection more accurately, to enhance the quality of customer relations and customers’loyalty.In recent years, the shopping site pays more attention to good relationship with customers, and in the process of improving relationship quality and customer loyalty, companies tend to start their research from the perspective of website characteristics, shopping service scenarios, and explores the influence mechanism of customer value to customer loyalty. In the process of customers interacts with the shopping site, customer usually produce emotional connection and then form an attachment relationship, and good relationship quality is helpful to the improvement of customer loyalty. Most scholars mainly discuss relationship quality from the aspects of customer perceived value, and didn’t use of consumer psychology extended from the emotional attachment between customers and the enterprises, and other studies pay attention to the antecedents and consequences of brand attachment and shopping attachment. This study doesn’t pay attention to shopping website characteristics which other scholars have been keen on, and creatively combine shopping site attachment, relationship quality and customer loyalty all together, using the shopping website customer attachment as the independent variables to investigate its relationship between customer quality and relationship mechanism of customer loyalty, and attempts to analyze the mediating role of relationship quality.We provides a new perspective to and scholars for research of the shopping site enterprises improve relationship quality and customer loyalty. This study take B2C shopping website customer as the research object from the perspective of psychology, and also explore the shopping website customer attachment and customer relationship quality and customer loyalty relationship mechanism. In this paper, after the summary of theoretical studies, we proposed shopping site attachment dimensions including website identity and site dependent, and also proposed relationship quality including customer satisfaction, customer commitment and customer trust. Customer loyalty is regarded were measured as a single construct. At the same time, we built the research model based on the factors affecting the loyalty of customer attachment, and through issuing questionnaire we collected and collated relevant empirical materials, using computer SPSS to test the data reliability, validity, correlation analysis and regression analysis, finally we come to the relationship mechanism between shopping site attachment, relationship quality and customer loyalty. The results show that the sub dimensions of shopping site have a positive effect on the sub dimensions of relationship quality sub dimensions, at the same time, the structure of shopping site attachment is positive correlated with customer loyalty, and plays a partial intermediary role in the effect of consumer shopping site attachment to loyalty. Our conclusions will provide a theoretical basis for shopping sites to develop effective marketing activities based on sites attachment, and also helpful to enhance a strong relationship with consumers, to enhance the loyalty of customers to shopping website enterprise.