The Study On The Relationships Between Customer Value And Customer Loyalty In Digital Magazine Platform

The digital magazine is one kind of new media form which innovates unceasingly along with the networking technology in the recent years develop rapidly. The digital magazine platform receives the widespread attention, such as POCO, ZCOM, X-PLUS, Chinamaga. As the digital magazine sector with low barriers to entry, some traditional media even discards the paper publication, According to incomplete statistics, in 2006 the digital magazine is most fiery, platform quantity surpasses 100, it causes this profession competition to be more intense. The broad nature of cyberspace, also caused user's fluidity to be quite strong, the customer is each digital magazine provider's survival and development foundation. The digital magazine platform providers are only stable user groups,then will have a steady source of profits. Therefore, the platform providers must pay attention to customer value and customer loyalty.Customers are the foundation of the digital magazine platform providers, and the loyalty customers are the source of the profit. Therefore, this article take the customer loyal as a breakthrough point, drawing on traditional customer loyalty industry research, take the digital magazine platform and the digital magazine customers as the object of study to explore the role of customer value and customer loyalty relationship, helps each platform providers to be clear about the existence the question, thus takes the target-oriented measure to enhance the customer's access rate, thereby raising the customers retention rate,and then achieves the customers to be loyal.Looks over the domestic existing customer loyal aspect research results, has not involved to the digital magazine domain, therefore, in this article research certain extent has also developed this domain related research.This paper first analyzes the market for digital magazines, carries on the definition to the digital magazine and the digital magazine platform, then reviewed the current theory literature about the domestic and foreign customer value and the customer loyalty. combined with the reality of digital magazine profession realistic situation, summed up customer value and customer loyalty measure, proposed that the supposition and the model building, select the questionnaire method to carry on the real diagnosis survey to the digital magazine platform user, carries on the confirmation using SPSS15.0 and the AMOS7.0 statistics software to the supposition and the model, the conclusion is as follows:(1)The greater the digital magazine platform provides the function value, the more can enhance the user to this platform E-loyalty.(2) The greater the digital magazine platform provides the emotional value, th more can enhance the user to this platform E-loyalty.(3)The greater the digital magazine platform provides the relational value, the more can enhance the user to this platform E-loyalty.(4) three kind of customer values have the difference influence to the E-loyalty.(5) three kind of customer value's constitution factor has the difference influence to the E-loyalty.