Research On The Influencing Factors Of Customer Loyalty In The Retail Industry Under The O2O E-commerce Model Of Xidian University

With the rapid development of the e-commerce,the traditional retail trade is taking a hit.Under the Internet Environment,the transformation is made in the traditional retail trade combined with e-commerce platform.That is,Adoption of O2 O Electronic Commerce Pattern and combining online platform with offline stores.Internet + the traditional retail trade is a typical strategy to induce transformations by use of the Internet.It strongly promoted the development of O2 O Electronic Commerce Pattern.However,How to gain competitive advantage and win the loyal customers under the O2 O Electronic Commerce Pattern is always the focus of enterprises.This research mainly bases on the research of the retail trade in O2 O e-commerce model,analyzes the influencing factors of customer loyalty and provides some suggestions and guidance.This research is mainly divided into 4 parts.Firstly,Sort the related literature of e-commerce customer loyalty and the O2 O Electronic Commerce Pattern and provide the theory foundation.Then combine with the characteristics of the O2 O Electronic Commerce Pattern and the retail trade and construct the customer loyalty model of retail industry in O2 O e-commerce pattern.The model includes website design,individual service,website security,brand reputation,offline service quality,product quality,customer satisfaction,customer loyalty,totally eight variables.And next,the article bases on the maturity scale of domestic and foreign research,designs questionnaire,collects the data from online and offline and carries out descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis,regression analysis,mediation effects by use of the software SPSS 18.0.And then verifies the hypothesis proposed and modifies the model accordingly.At last,draw the conclusion of this research,give advice to the retail industry in O2 O e-commerce pattern.Through experimental research,it comes to the conclusion as following: online factors of website design,individual service,website security have positive effect on both customer satisfaction and customer loyalty.And customer satisfaction plays an intermediary role in website design and customer loyalty.And customer satisfaction plays an partial intermediary role in individual service,website security and customer loyalty.However,online factor of brand reputation have no effect on both customer satisfaction and customerloyalty.Besides,offline factors of offline service quality,product quality have positive effect on both customer satisfaction and customer loyalty.And customer satisfaction plays an intermediary role in offline service quality and customer loyalty.And customer satisfaction plays an partial intermediary role in between product quality and customer loyalty.Based on the conclusions,this article proposes to strengthen the site design,carries on product innovation,provides personal service and improves the site security system,especially the payment security mechanism.Meanwhile,for the offline stores,improve product's quantity,provide a good offline service and enrich the consumer experience.Moreover,point out the limitations of the research,and put forward the prospects for future study.