Research Of The Impact Of Virtual Community On B2C E-Commerce Customer Loyalty

With the booming of virtual communities, customers are beginning to communicate in the digital space to share valuable information, which beyond the capabilities of traditional communities. The rise of e-commerce has promoted the rapid development of the internet industry. Recently, major B2C sites have begun to build their own virtual communities to improve customer loyalty. This paper is going to study together with the virtual community loyalty analysis of E-commerce to research of the impact of virtual community on B2C e-commerce customer loyalty.Based on the academic researches on e-loyalty models, this paper had built up a model of the relationgships between virtual community and B2C e-commerce customer loyalty through the integration of the main factors that influence traditional shopping customer loyalty and e-commerce customer loyalty. Prior to interpret the mechanism of B2C e-commerce website in a virtual community on customer loyalty, the model preliminarily explored the impact of website interface quality and the sense of virtual community. Besides, the sense of virtual community factor includes four sub-factors. Consequently, this paper provides a theoretical basis for the practice of virtual communities.After the theoretical studies, verified by analysis of the data, this paper has come to the following conclusions:Firstly, for B2C e-commerce businesses, the quality of user interface is a direct impact on customer confidence. Secondly, from the four dimensions of the sense of virtual community, the members’sense of community belonging can increase customer confidence, and the needs of members as well as the formation of member’s influence have a direct impact on customers’ switching costs. Finally, customers’ trust with hign switching costs could improve the customer e-loyalty. At the same time, this paper has put up some useful suggestions to increase the research value. At the end of the paper, the inadequate paper presents future research directions.