Research On The Factors Influencing Customer Loyalty Of Mobile E-commerce

With the increasingly improvement of network environment,the size of the domestic mobile phone users showed a trend of rapid growth,and with the corresponding national policies to promote,communication rates level declining and the sharp rise in the prevalence rate of mobile terminal equipment and other corresponding measures to gradually improve,greatly promoted the process of the development of mobile electronic commerce in our country.And management in the academic circle of known for "this law" : 80% of company profits from 20% at the heart of the customers,while another 20% of the company profits come from 80% of the regular customers,making training and improve the mobile e-commerce customer loyalty has become a top priority.This study first analyzes the contents of mobile e-commerce and customer perceived value,and puts forward the corresponding research hypothesis.Then,based on the relevant theoretical basis,this study constructs a theoretical model of the relationship between customer perceived value,customer satisfaction and customer loyalty in mobile e-commerce environment.Finally the statistical software SPSS22.0 and AMOS22.0 were used for empirical analysis.The results are as follows:(1)in the customer perceived value and customer loyalty,product,service,convenience for there were significantly positive influence on customer loyalty,cost and risk there is significant negative impact on customer loyalty.(2)in the customer perceived value and customer satisfaction,product,service,ease of use,convenience has a positive effect on customer satisfaction,cost has a significant negative impact on customer satisfaction.(3)in customer satisfaction and customer loyalty,the empirical there were significantly positive influence on customer satisfaction to customer loyalty.(4)the mediating effect of customer satisfaction between customer perceived value and customer loyalty,customer satisfaction plays an intermediary role between product,service,ease of use,convenience,cost and customer loyalty.The innovations of this study are as follows: first,the innovation of the research object.The study of the relevant research and analysis of mobile e-commerce customer loyalty from customer perceived value perspective,the object of study is more suitable for the development trend of the Internet,view is novel,the study also provides some new ideas to other scholars.Second,the innovation of the theory of the model elements.The traditional electronic commerce main factors affecting customer loyalty: product,service,cost,risk into the research of mobile e-commerce,and according to the characteristics of mobile e-commerce,ease of use and convenience,product,service,cost,risk,ease of use,convenience of 6 factors into the elements of the mobile electronic commerce customer perceived value,customer perceived value elements to be more perfect.