Research On The Formation Mechanism Of Customers' Loyalty In O2O Electronic Commerce

The development of the mobile Internet brings the development of the local life service sites.From the previous B2C,B2B and C2C mode to the emerging O2O e-commerce,studying their customer loyalty is essential to enterprise.Due to the early development,the formation process of O2O e-commerce customer loyalty is not enough in-depth understanding,so the major enterprises can not maintain customers and retain core customers in the layout of O2O.This paper analyses and demonstrates the formation of the mechanism of O2O e-commerce customer loyalty.We assume that the merchant and the O2O platform as a whole is the seller and study dynamic customer loyalty formation process between consumers and sellers.Through the study,we hope the O2O e-commerce platform can achieve O2O precision marketing to retain the core customers and enhance the competitive advantage.In this paper,the research mainly divided into three parts.The first part is the literature review of traditional customer loyalty and customer loyalty in electronic commerce.This part of the main research and analysis of the key factors affect the O2O e-commerce customer loyalty,including customer perceived value,customer satisfaction,customer trust and transfer cost drivers.Meanwhile the paper analyzed the antecedent factors for service quality,website design,price advantage,cost experience,safety and customer service guaranteeing.Finally the paper put forward the relevant research hypotheses.The second part is the empirical design and data analysis stage.Mainly through the questionnaire survey to obtain the original data,and the analysis of the data conclusion to draw the final questionnaire,and start the implementation of the release of questionnaires.Through statistical analysis of the collectecd data,the paper could anlyse reliability,understand validity and do regression.Finally the paper could modify the model.The third part is the research conclusions and recommendations.The part summarized the data and corrected the model.At the end the paper proposed strategies to enhance the customer loyalty and f solve relevent problems.This paper draws the following conclusions:? In the driving variables(customer perceived worth,customer satisfactory,customer faith and transfering cost)on customer loyalty research,the contribution of customer trust on attitude loyalty is best,and customer satisfaction is not significant effect on attitude loyalty.At the same time the CPV,CS,CT and SC have a positive effect on behavior loyalty.In addition,the impact of customer satisfaction on behavioral loyalty is smallest and customer perceived value on customer loyalty play the role of the largest influence effect of.?The analysis of the antecedent variables(service quality,website design,price advantage,line experience,safety and customer service guarantee)to driving variables,other research hypotheses were verified except the website design and offline experience effect on customer perceived value is not significant.