Research On The Influence Of Customer Participation On Customer Loyalty Under The B2C Mode

With the extensive and expansive development of internet technology,it is increasingly convenient for people to shop online;as a result,the growing number of the B2C webs is amazing.The changes of the consuming habits have brought opportunities as well as many challenges to the B2C webs.Nowadays,most of the companies which are engaged in e-commerce focus their attention on attracting new customers,instead of cultivating the loyalty of them.That is the key reason why the B2C companies can hardly make profits.The problem about how to win and keep the customers' loyalty is listed as a top concern among the domestic B2C webs,as well as a puzzle which requires an urgent solution.Besides,with the further development of commodity economy,it is trendy for the customers to pursue the personalized goods and services,together with their demand of satisfactions both with soul and emotion more than ever before.Such a situation refers to a great change of their consuming habits.Some scholars also find that the protection and improvement of consumers' loyalty are closely connected with the engagement of the consumers,the conclusion of which is still not proved on the special shopping stage,namely,B2C online shopping webs.Besides,whether the engagement can make direct influence on their loyalty or through other facts is still unknown.It can be found that the internet itself shows some special features,such as virtuality and invisibility after collecting and analyzing some related information.Customers take more risks in selecting and paying goods in online shopping stores than in physical stores.On this view taken,a high-quality relationship with consumers is of great importance if theses B2C companies want to build and maintain the costomers'loyalty.In the situation of online shopping,a high-quality relationship with consumers is key to improve their loyalty.Some scholars point out that the engagement of consumers in the production and transportation of goods can improve and maintain the relationship with them.Furthermore,the improvement of relationship with consumers can also have a good influence on their loyalty.Thus,this paper which is based upon the understanding of the research at home and abroad point out the incentive of the engagement and relationship with consumers on their loyalty,on the basis of which,the fundamental theoretical model is founded.This model concentrate the research objects on the consumers who purchase on the B2C online shopping webs through a questionnaire survey.The results of the survey is analyzed by SPSS 17.0.This case study turns out that in the environment of B2C e-commerce,the consumers' engagement has a direct positive influence on the quality of their relationship and loyalty.At the same time,the quality of consumers' relationship shows evidently positive influence on loyalty.Besides,the conclusion which can be made through the analysis of the survey shows that the quality of consumers,relationship plays a role of 'media' in this theoretical model under this environment.It estimates the role of which the consumers' relationship plays in influencing consumers'loyalty is both direct and indirect.At last,some proper suggestions concerning the management of B2C commercial companies are also made.In the end of this paper,some shortcomings and limitations of the research as well as the possible trends of the research in the future are listed.