The Antecedents Of Customer Loyalty In E-business

Because of study on customer value, we find that consumer behavior is an individual decision-making process based on his perception and requirements fulfillmentexperience. Parasuraman, Zeithaml&Berry (1988) define perceived value as the cognitive utility evaluation of consumer’s receives and pays for products. Consumers’ perception value is the evaluation of service quality, price, convenience, entertainment, safety and so on.These evaluations would become the important factors that affect satisfaction of customer.In addition, under the network environment, the consumer’s personality is more unique, goods and services are more abundant, and theparticipation of network is higher, the influence of the social network is bigger. Utilitarianism and Hedonism become the decision of the consumer online shopping motivations. But due to the consumer embedded in the virtual network as well as in the social network, his (hers) behavior is affected by the social network. Although some studies have found that the online consumers have some high needs for cognition and multiple role play, the other researcherspointed out it is difficult to completely beyond the original roles for the limited personality and identity. And most of network individual are not multiple role players, so the consumers play the same roles in network society as of these in social networks. The theories and tools can affect significant in online virtual network as well as in offline social network. Ties strengthen, network density, network configure and level of cognition can affect the behaviors of consumer. Those can performance on consumer satisfaction and consumer loyalty. Therefore, the purpose of this research about online shopping consumer behavior based social networking theories is to discover the relationships between factors, and in turn, make some managerial significance.Ⅰ. Research method and contentThis paper contains five chapters, the introduction, theories and literature reviews, conception models and research design, data analysis and hypotheses test and managerial significance and research outlook. Chapter one is introduction, introducing the background, purpose and significance, research method, points of innovation and limitations of this paper. Chapter two is theories introduction and literature reviews, reviewing the theory of consumer value, consumer behavior, social networking, as well as service quality, customer satisfaction and loyalty. In the third chapter, based on chapter two, considers the consumer has the same features as an agent of online social network as well as in the offline social networking, the value ofconsumers are still affected by the quality of service and reflect the satisfaction and loyalty aspects. At the same time, because the level of consumer’s social capital, loyalty behavior perform differences.So, in this part, we puts forward:online shopping consumer classification model of social capital, two constructs are relationship dimensions:trust and identification, structure dimensions:ties and network configurations; the antecedents of customer loyalty model, the hypotheses of relation between service quality, customer satisfaction and loyalty. And introduce the empirical research design and methods.The chapter four is empirical research and hypotheses test. Collecting samples from across the country, we used structural equation model (SEM) to verify the hypothesis, found negative correlation between service quality and customer satisfaction, and positive correlation with loyalty, andfound "inverted U" type of relationship between service quality and customer satisfaction.In addition, the different of consumers based on the classification of social capital in the relationship between service quality, satisfaction and loyalty were confirmed significant. The last chapter five, this article put forward three management implications, and points out the research limitations and possible research direction.Ⅱ. Result of empirical researchIn term of the antecedents of customer loyalty, we collected549random samples across the country, list ten hypotheses and test them. The result show below:H1:The online shopping service quality gap has a positive effect on customer satisfaction.(Not Supported)H1a:The higher of customer social relation capital, the stronger of positive correlation between online shopping service quality gap and customer satisfaction. (Not Supported)H1b:The higher of customer social structure capital, the stronger of positive correlation between online shopping service quality gap and customer satisfaction.(Not supported)H2:The customer satisfaction has a positive effect on customer loyalty.(Supported)H2a:The higher of customer social relation capital, the stronger of positive correlation between customer satisfaction and customer loyalty.(Supported)H2b:The higher of customer social structure capital, the stronger of positive correlation between customer satisfaction and customer loyalty.(Not Supported)H3:The online shopping service quality gap has a positive effect on customer loyalty.(Supported)H3a:The higher of customer social relation capital, the stronger of positive correlation between online shopping service quality gap and customer loyalty.(Supported)H3b:The higher of customer social structure capital, the stronger of positive correlation between online shopping service quality gap and customer loyalty.(Not supported)H4:The virtual social capital is the moderator variable of loyalty behavior of online customer. Consumer loyalty behavior due to influence by the relation dimensions and structure dimensions and shows the different behavior.(Supported)The negative correlated conclusion between online shopping service quality gap and consumer satisfaction is surprised and significant. It is very valuable for consumer loyalty research.Ⅲ. Point of innovationThe innovation of this article is manifested in the following:The ego-net approach on consumer behavior analysis was introduced. It is the combination of structuralism and individualism of social network analysis, also reminds the researchers realize that individual (consumer) construct the network, its characteristics will affect the formation and evolution of the network inevitable and significant. Therefore, the social features determine the individual position in the network and how to affect other behavior. This paper studies the social network characteristics of consumer, the relationship establishment of a social network analysis and the marketing theory and developed marketing research in some areas.In this research, the different types of consumers and the relation between service quality, customer satisfaction and customer loyalty aspect were puted forward and tested. In this research, consumers can be divided into4types through the classification of two dimensions. The relation capital dimension and network structure capital dimension. Different types of consumers have different behavior under the same scenario; this classification approach is more apt. it’s a little progress compared with the traditional network consumers as the same type. ICFs can distinguish difference customers on the basis of consumers’classification model and offer different category of services in order to obtain a higher customer satisfaction and loyalty.This paper imitates the service quality measurement system of Parasuraman, Zeithaml and Berry, have specific research on the service quality evaluation framework of e-retailing. After the SERVQUAL approach was established by Parasuraman, Zeithaml and Berry, This kind of research method about the gap between consumers’perceptions and expectations (gap score) for measurement the level of service quality has made great development in the field of traditional consumption. In this paper, researcher limited the range of consumer samples, within the appropriate reliability and validity, modified the original five dimensions of the SERVQUAL (tangibles, reliability, responsiveness, assurance and move),22into suitable for network services projects, and finally obtained five dimensions (tangibles, accessibility, reliability, responsiveness and empathy),21items, established NetServQ evaluation system. The system shows high reliability and validity in the next structural equation analysis of the text. This is a valuable expansion and attempt of the SERVQUAL method.Ⅳ. Research limitationThe limitations of sample. Because of limitation of research funding and conditions, though this paper taken samples from a regular network research organization, but some shortages still exist, such as sample scale, sample group’s social experience, income, education background, the acceptability of network understanding and so on. The future research can further expand the sample groups, in order to make study more representative.The validation of consumer classification model of social capital. Although this article proposed the consumers classification model of social capital, but it is confined to the limited sample group of verification and got partial support. If the study sample can expand to more social online consumer groups, proved that the model is reliable and effective, this classification model can be used as a general method. It is the development direction of this research.