Studies Of Online Shopping Customer Loyalty Problem

With the development of the Internet and Electronic Commerce, more and more consumers begin to do electronic shopping. There are both opportunities and threats in the Internet environment, and that how to obtain and maintain a certain number of loyal customers is the premise of survival and the foundation of development for electronic retail enterprises.According to the theory of customer loyalty, the background of online shopping and the decision factors of consumer, this paper research the loyalty of online customers. From the perceived quality, customer value, customer satisfaction, customer confidence, this research builds the customer loyalty model of online shoppers, then it determines the key factors and the relationship of them by practical study. The aim of this paper is to help electronic retail enterprises grasp the key factors which affect the customer loyalty of online shoppers, make and maintain their own advantages in the intense competitive environment and get the profits for long term.Based on theoretical model, variables are established, and then investigation is designed. Finally, relevant data are acquired from online shopper samples at random. After basically statistical analysis, such as frequency analysis, variance analysis, reliability and validity testing, it uses Amos 4.0 to test the structural equation model (SEM) of online shopping customer loyalty. The conclusions are as follows:(1) The online customers are more familiar with C2C (Consumer to Consumer) stores than B2C (Business to Consumer) ones, online customers browse and patronize the former more than the latter.(2) In many shopping decisions, online customers are most concerned about the quality and the price of the goods, and the former is more important. Business credibility is the third important factor.(3) In online shopping, customer value indirectly and customer satisfaction directly have a significantly positive impact on customer loyalty. The acquisition of customer value is influenced by the quality of goods and online shopping services. Customer confidence makes no significant effect on customer loyalty; however, it is affected by quality of services and customer satisfaction. In the end, this paper puts forward some views on electronic marketing, relating to online brand, the transmission of goods information, the service improvement, member relationship management, all of which is aimed to help the electronic retail enterprises improve the customer loyalty.