An Empirical Study Of Influencing Factors Of Customer Loyalty In Electronic Retailing

With the development of internet and electronic commerce, more and morepeople choose to order goods or services through network, which flourishes theelectronic retail industry of our country. But compared with the good momentum ofdevelopment of the electronic retail industry, each network company's profitability isnot optimistic. This is greatly related to electronic retail industry only pay attentionto develop new customers and website traffic?and ignore to train the loyalty ofcustomers. So in order to effectively improve e-satisfaction and e-trust to retailwebsites, train and maintain network customers, to find the factors affecting thee-loyalty and others factors that have specific impact on customer's loyalty canpromote the development of our country's electronic retail industry.This paper is to clarify the research of the e-loyalty and the effect of customersat home and abroad, interview the consumers who have rich experience of onlineshopping.The paper structures the theoretical model for factors of e-oyalty, and thenanalysis the customer value facts and network relationship quality facts who affectthe e-loyalty. The frame of this paper comprises three types of variablesnamely,exogenous variables(customer value),mediate variables(e-satisfaction ande-trust) and endogenous(e-loyalty).The study makes use of questionnaire(scale) andstatistical analysis software, does the empirical research of theoretical model.Thestudy results show that internet customer value (functional value, emotional valueand relational value), network relationship quality (e-satisfaction and e-trust) arefactors affecting e-loyalty. E-satisfaction and e-trust and relatio nal value are di rec ta ff e c t i n g f a c t s, a n d t h e o t h e r s a r e i n d i r e c t a ff e c t i n g f a c t s w h o i n f l u e n c i n g e-loyaltyby network relationship quality. The influential factors are sorted as per the effectivedegree of e-trust, relational customer value, e-satisfaction, customers' emotionalvalue and functional customer value.The paper concludes with some management advice.such as emphasizing onnetwork relationship quality,improving customer trust and satisfaction;focusing onservice quality and customer value.The creativity of this research lies on renewingtheoretical model and riching the theory of the internet customer value.