Research On The Brand Loyalty Of E-commerce Websites

Brand loyalty of e-commerce websites (E-loyalty) is the loyalty of online customers'to the brand of websites in the e-commerce environment, and it is also the customers'behavior of choosing times without number the websites to buy a certain product or certain products. The increasingly developing network has changed many competitive rules, but the significance of loyal customers to the corporation will never been changed. So researching about the brand loyalty of e-commerce websites is valuable.According to the theory of Consumptive Psychology and Marketing, this paper discussed the problem of brand loyalty of e-commerce websites using the examples of B-C and C-C websites. This paper framed e-loyalty action-emotion model, and brought forward we should measure e-loyalty from the two dimensionalities of action and emotion. It was also researched how to measure emotional e-loyalty and behavioral e-loyalty. Moreover, based on the pivotal drive factors of brand loyalty in the conventional commerce environment, this paper framed customers'perceptive value—e-loyalty model and the integrated model of e-loyalty drivers, and analyzed what factors had influenced the e-loyalty of B-C and C-C websites by the outcome of survey method ,interview and case analysis. They proved that only customers'perceptive value and customers'satisfaction were the pivotal drive factors of e-loyalty, but the websites factors, such as value proposition, brand building, trust & security, website & technology and customer service, drove e-loyalty by influencing directly on customers'perceptive value and customers'satisfaction. Lastly, after analyzing the dilemmas and obstacles for further developments of domestic e–commerce websites, the paper discussed concisely how to put e-loyalty marketing strategies into domestic e-commerce practice.