Study Of Customer Loyalty In The Network Marketing Environment: Product Category Adjustment Role

Based on the analysis of the actuality of the E-marketing's development in China, we find that obtaining customer loyalty is very important for companies who want to gain the competitive advantage, so we analyze the influencing factors of customer loyalty in E-marketing environment, and then conclude the three influencing factors, that are Financial bonds, Social bonds and structural bonds.Meanwhile, in the environment of E-marketing, the way that people purchasing has changed for some degree, the difficulty that people evaluate the goods/services has also changed, so it is necessary to redefine the category of the goods/services based on the customers perception. Then combine the theories of customer's loyalty, analyze the factory between the three influencing factors of customer's loyalty and three category of goods/services, As a result, a model of the influence factors is founded.After a mass of interviews and questionnaire surveys, we get 246 valid surveys. Using SPSS and LISREL software to statistic analysis, the results of analysis proves that the model and its hypothesis are true and reasonable. And we gain some main conclusions as follow.1. The three influencing factors of customer loyalty all have positive effects on the three categories of goods/services.2. The financial bond has a greater impact on customer loyalty for search goods/services than for experience and credence goods/services.3. Social bonds are almost equally important across the three product categories.4. The structural bonds have a greater impact on customer loyalty for experience and credence goods/services than for search goods/services.