Research On The Influence Of Network Marketing Ethics On Customer Loyalty

With the rapid development of Internet, network marketing is becoming increasingly popular. But the rapid development of network marketing, accompanied by the emergence of a variety of network marketing moral issues, ethical issues of network marketing on consumer behavior and loyalty have had a serious impact. Network vendors and consumers as the two main network marketing activities and network marketing ethics are closely related, consumer behavior and loyalty to the company's survival and development has played a crucial role. Customer loyalty as a modern enterprise's most valuable, most reliable asset must draw enough attention to manufacturers, it is equally applicable in the network marketing environment, while Internet marketing ethics whether it will affect customer loyalty has become particularly important. Most previous research scholar Loyalty Marketing moral tradition environment for customers, for less research network environment, network marketing environment is gradually beyond traditional marketing methods, it is necessary to network marketing moral and network customers to study the relationship between loyalty.This paper reviews the previous literature, summed up the three dimensions of network marketing ethics, combined with customer characteristics of the network environment, the network customer satisfaction, customer trust network, network customer switching costs as an intermediary variable construct a network marketing moral and network model the relationship between customer loyalty, use Taobao consumer survey data, using statistical analysis software SPSS examine the causal relationship between the variables of the model, in order to provide enterprises with recommendations to enhance customer loyalty, to enable enterprises to obtain long-term development of. The results show that the network marketing ethics in online trading security and transaction integrity between two dimensions of the network customer satisfaction, customer trust in the network and network customer switching costs have a significant positive impact, and fair competition in the network network customer satisfaction, network customer trust and customer switching costs only a weak net positive effect. Network customer satisfaction, customer trust and network customer network switching costs of these three parts of the network transaction security and network integrity of transactions in the network marketing network between morality customer loyalty and formed a good intermediary role. Internet marketing ethics in online trading security and network integrity of transactions between these two dimensions have a significant positive impact on customer loyalty network, and the network is still not competitive fairness significant impact on customer loyalty. So the network seller can take measures of safety and integrity of the two aspects of the transaction to enhance customer loyalty.The main innovation of this paper is twofold: First, this paper Taobao vendors, for example, to study the network marketing moral influence on consumer loyalty, and the traditional lack of customer loyalty research study of specific network platform. Second, the article by means of a network of customer satisfaction, customer trust and network customer network switching costs of these three intermediate variables, the network marketing ethics and customer loyalty network organically linked to ensure the accuracy of the resulting conclusions.