Research On The Formation Mechanism Of Consumers' Loyalty To Network Literature Websites

As well developping of the network literature industry in China,the competition of websites is fierce,building high quality loyalty is more important to network literature website.Judging from the development of chinese network literature industry for more than 20 years,but it can't make websites obtain the long-lasting customer loyalty by only providing customers with the satisfaction of experience,other factors would be more critical.Attachment theory has been introduced into the study of the relationship between consumers and enterprises in many consumer situations,to explain and study the emotional relationship between consumers and enterprises,brands and places.However,at present,no scholar has made an in-depth exploration of the emotional relationship between consumers and online literature websites and its impact in the context of Internet consumption in China.The research of this thesis applies attachment theory to the consumption of network literature in the context of Internet in China for the first time.Through theoretical analysis and empirical test,the following works are mainly carried out:The first is from the dual attributes of the network literature website(commercial brand and virtual space)and the particularity of the network literature consumption activities,drawing on the related research results of attachment theory and its branches,this paper defines the online literary website attachment of Chinese consumers in the context of Internet consumption,and establishes a relevant measurement scale.The Second is base'd on the Stimulus-Organism-Response(S-O-R)model and attachment theory,this paper constructs a conceptual model of customer loyalty formation of online literary websites in the context of Internet in China.It also puts forward relevant research hypothesis and positive influence path of "consumer perception to network literary website attachment to customer loyalty'.At the same time,it puts forward the moderating effect of consumer involvement on this impact path.Third,based on the sample data collected from the questionnaire survey,this paper empirically tests the above conceptual model,influence path and related research hypothesis,and identifies the effective factors influencing the formation of customer loyalty of network literature websites from the perspective of attachment theory.The research results in this paper show that:(1)Attachment theory can be effectively applied to the network literature consumption activities in the context of Internet consumption in China,and the intrinsic operation mode of consumer network literature website attachment is basically consistent with other consumer attachment activities.(2)The validity of the positive influence path of "consumer perception-consumer network literary website attachment-website customer loyalty" is verified.At the same time,consumer network literary website attachment is a complete mediating variable between consumer perception and website customer loyalty,and consumer involvement has a positive moderating effect on the above impact path.The research of this paper once again verifies the stability of the internal mode of attachment across real and virtual consumption situations,which will provide a new perspective for the study of consumer attachment to various websites and non-physical goods in the Internet marketing strategy.At the same time,from the perspective of attachment theory,this study identifies the effective influencing factors in the process of customer loyalty formation of online literary websites in the context of Internet consumption in China through empirical research,including convenience,pleasure,interaction and so on.The network literature website and its control enterprises should adjust the management and service strategy of the website around these effective factors,so as to make consumers attach to the website as much as possible,and then obtain long-term and stable customer loyalty.The innovations in this thesis includes:The first is verify attachment in non physical consumption of taking network literature as an example,and prove the stability of attachment mode in virtual and reality.The second is prove the mediation of attachment in consumer perception and network literature website loyalty,fills the theoretical gap from the emotional acquisition network literature website loyalty.The third is defines the concept and multi dimension of web literature website attachment,and develop the scale of factors related to customer loyalty in network literature consumption.