Research On The Impact Of The Relationship Of Benefit On Online Customers Stickiness

China’s online shopping market driven by the Internet got rapid development,at the same time,competition has reached a climax stage;As a result of rapid transmission of information and flow,major shopping website to provide customers with products in terms of quality and price of convergence has improved significantly.Compared to traditional environment,e-commerce environment for establishing and maintaining customer loyalty increased the difficulty,and viscous behavior has become the norm in online customer behavior,which caused the research interest of scholars both at home and abroad,research results more substantial;And there are few specific relational aspects of customer perception.For this,the article from a relational perspective,to explore the relationship between the interests of the viscous effects of the internal mechanism to customers: in relational benefits for customers to viscous effects as the main line,at the same time to join the regulation of emotional attachment intermediary role and website reputation,for shopping website operators to improve the customer provides an important reference for adhesive.In this paper,we review the relevant literature on relationship benefit,customer stickiness,emotional attachment and website reputation,and define the concepts and dimensions of these variables.Based on the relevant theories,the research hypothesis and the model are constructed.Secondly,the research results of scholars at home and abroad for reference,the design is suitable for the measurement of this study item and form questionnaire,to the scene and the network two forms to collect 232 valid questionnaire responses received.Finally,using SPSS21.0 of descriptive statistics,letter validity analysis,correlation analysis,analysis of differences between demographic variables,and hierarchical regression method for hypothesis test,the empirical results show that the relationship between interest has significantly positive effects on online shopping customer stickiness;Emotional attachments mediate between the interests of the relationship and the stickiness of the customer;The reputation of the site plays a regulatory role in the relationship between the interests of the relationship and the stickiness of the customer.According to the above empirical results,this study from the aspects of strengthening "gu qi relationship" management of shopping website operators to put forward the following enlightenment: one is to improve the customer feel the relationship between the interest;Second,cultivate the emotional attachment of the customer;Third,we attach importance to the spillover effect of website reputation.