Research On Customer Loyalty Based On SEM Under The Model Of Oxygen Dioxide

Under the background of the rapid development of electronic mobile network,the O2 O e-commerce model based on local life is also developing rapidly.The shopping characteristics of online payment and offline consumption have brought new vitality to the traditional service industry.At the same time,the state has also introduced a series of policies to speed up the local life O2 O.Therefore,it is particularly important for businesses and enterprises to retain core customers and enhance customer loyalty.As O2 O e-commerce is in the development stage,enterprises and merchants pay little attention to customer loyalty in the O2 O model.In addition,some merchants make use of the immature e-commerce system under the O2 O model to conduct improper operations,which results in low business integrity,unsafe payment environment and imperfect market supervision mechanism,resulting in the loss of customers and difficulty in maintaining customer loyalty.This paper studies and analyses the formation mechanism and influencing factors of customer loyalty under the mode of O2 O.The O2 O e-commerce platform and the merchants who have entered the platform are regarded as a whole as co-sellers.On this basis,the formation process of customer loyalty between sellers and consumers is studied,and the main factors affecting customer loyalty under the O2 O model are found out,so as to help enterprises and merchants further enhance and improve themselves and implement precision marketing,so as to achieve multi-win situation.This paper is mainly divided into three parts.The first part is to understand the current development trend of O2 O model by studying existing literature,study and analyze the shopping characteristics of customers in O2 O model,and discuss the main factors affecting customer loyalty in O2 O model by combining existing theories and models,and extract the theoretical research model of this paper.This paper takes customer experience value,customer trust,offline customer satisfaction,online customer satisfaction and conversion cost as external variables,and customer behavior loyalty and customer attitude loyalty as internal variables to construct the research model.The second part is the empirical analysis stage.Firstly,the questionnaire was designed and improved.Secondly,data collection is carried out in the form of combination of offline questionnaire distribution and online questionnaire distribution.Finally,SPSS23.0 and AMOS23.0 software wereused to analyze the collected data.The third part is based on the data analysis results,draw the influencing factors of customer loyalty in O2 O model,and according to the conclusion,put forward the countermeasures to improve customer loyalty in O2 O model,draw the final research conclusion of this paper and point out the shortcomings and prospects.This paper draws the following conclusions: customer trust has significant positive correlation with online customer satisfaction,offline customer satisfaction,customer behavior loyalty and customer attitude loyalty;online customer satisfaction and offline customer satisfaction have significant positive correlation with customer behavior loyalty and customer attitude loyalty respectively;customer experience value has positive correlation with customer trust,offline customer satisfaction,customer behavior loyalty and customer attitude loyalty;there is a positive correlation between switching cost and customer behavior loyalty;but customer experience value has no significant impact on online customer satisfaction and switching cost has no significant impact on customer attitude loyalty.Among them,customer trust plays a complete intermediary role in the impact of customer experience value on online customer satisfaction;customer trust plays a partial intermediary role in the impact of customer experience value on offline customer satisfaction;customer trust,offline customer satisfaction and online customer satisfaction play a partial intermediary role in the study of the impact of customer experience value on customer attitude loyalty;On-line customer satisfaction,off-line customer satisfaction and on-line customer satisfaction play a part of intermediary role in the study of the impact of customer experience value on customer behavior loyalty;on-line customer satisfaction and off-line customer satisfaction play a part of intermediary role in the study of the impact of customer trust on customer attitude loyalty;on-line customer satisfaction and off-line customer satisfaction play an important role in the study of the impact of customer trust on customer behavior loyalty.