The Study Of Factors Affcting Customer Loyalty About C2C Network Business

With the popularity of Network Electronics, E-commerce has been an unprecedented development and the competition also to be increasingly fierce. Which way is the best way for a consumer online shopping; C2C mode is still the first choice for most people. For C2C businesses man, the key to successful operation is how to improve the loyalty of their consumers. With the commodity problems that exist and the particularity of online shopping environment, it is more difficult for the network business man to build customer loyalty than the physical store, taking into the huge capacity of the network market; the network market is obviously stronger and important than the physical one.In this paper, the study takes the customer loyalty as a starting point, by drawing on the research results about customer loyalty of traditional industry, and targets the merchants Of C2C e-commerce customer for the study in order to explore the impact factors and the mechanism of customer loyalty for Network business, which make the Network operators know what is the key point of e-commerce businesses. So they can take targeted measures to promote sustainable consumer buying behavior and improve customer loyalty.The study takes a research process by proposing questions, analyzing problems, and solving problem. First, the study analyzes the current situation of C2C e-commerce in China and makes the background of this study clear. Second, the study does a more comprehensive overview of the previous study results and then proposes the Network business loyalty model for this article and propose a series of underlying assumptions; Then the way of standard empirical analysis is adopted to test and verify the early hypotheses and draw the corresponding empirical results; Finally, the study aims at the current status of C2C electronic trading network and combine s with the related conclusions of this study has got. The study concludes a series of related comments and suggestions and points out the deficiencies of this study and the prospects for future research, which provides a reference for later development.The main conclusions of this study are the following:Conclusion one:perceived value, switching costs, relationship trust and customer satisfaction are the characteristics of factors which affecting customer loyalty. Perceived value, switching costs, relationship trust, and customer satisfaction are related with customer loyalty and the relationship is the greatest. It is visible that both transactions are often complete without meet each other in the network economy, which will enhanced the possibility of lack of good faith greatly, so we will fond that the consumer relationship and the loyalty are emphasized by businesses man apparently.Conclusion2:the trust relationship and customer satisfaction play an intermediary role between perceived value and customer loyalty. That is, the higher of the perceived value, the grater of relationship trust and customer satisfaction and the loyalty also will be improved; switching costs take a not significant intermediary role between perceived value and customer loyalty which does not match with the previous assumption in this study. It is also can regarded as a new discovery.Conclusion Three:By The single-factor analysis of variance, we found that background control variables including age, education, income, online shopping experience of consumers and the online time in a week ear not significant related with in customer loyalty except sex.