The Influence Of Customer Ownership On Consumer Loyalty Under Online Shopping Environment

According to the 41 st "Statistical Report on Internet Development in China",released by China Internet Network Information Center(CNNIC),as of February 2018,Chinese netizens reached 772 millions,and Internet penetration rate reached 55.8%.In 2017,the growth rate of e-business income is above 20%,the revenue of e-commerce platform is 218.8 billion yuan,up by 43.4% year on year.It can be seen that shopping has become a way of life for people.The biggest characteristic of online shopping is information asymmetry,choose diversity,and rendering 2 d.So for e-commerce of enterprise,when products are increasingly homogenized,species diversity,more and more consumer choice,how to set up a group of loyal users,and build their unique competitive advantages to improve the relationship between consumers and its own brand,is the urgent problem for electronic commerce network era enterprises.This Paper used the online shopping market research background,based on the review of domestic and foreign customer loyalty research,built a structural model: customer ownership as independent variable,customer involvement as the manipulated variable,and customer engagement as mediation variable.It aims to study the influence of cutomer ownership on customer loyalty wunder online shopping environment and provid practical guidance for the implementation of the online shopping firms.The model was tested and analyzed using online shoppers as the individual subjects in a collection of 400 sample data with the help of SPSS 20.0 statistical software.It led to these following conclusions:(1)customer ownership has significantly positive impact on cutoemr loyalty;(2)customer engagement has significant influence on cutoemr loyalty;(3)customer engagement has partial mediating effect on the relationship between cutomer ownership and customer loyalty;(4)customer involvement has a positive moderating effect on the relationship between customer ownership and customer loyalty.Howerver,customer involvement has no moderating effect on the relationship between customer ownership and customer engagement.