An Empirical Research Of The The Influencing Factors Of Customer Loyalty On Web-based Group-buying

Along with the development of Internet and technology,inChina the number of netizens continues to increase.Besides more and more people participate the Web-based Group buying, Web-based Group buying offers high quality and inexpensive goods and services for consumers.But some problems also have been found,such as the problem of the quality of commodity and service.The quality of them are not always perfect. Web-based Group buying also exaggerates the number of consumer,and customer complaint has a increasing rate,so consumers trust in Web-based Group buying is declining. Therefore,it is important to estsblish and improve customer loyalty.The article is based on the review of domestic and foreign customer loyalty theory.And the article takes colleges’students and White-collar in Tianjin as the research object. And referring to the scholars about the related research achievements,this paper establishes a concept model about the Web-based Group buying,and take customer complaint, Electronic Word-of-Mouth,ho-nesty as the three dimensions of the model. Based on the structural equation model statistical analysis method for the main research method,the paper collected data.At last,form the model and take empirical analysis.The main conclusions of validation:Electronic Word-of-Mouth significant positively effect customer satisfaction; Electronic Word-of-Mouth significant positively effect customer attitudin-al loyalty; Electronic Word-of-Mouth significant positively effect customer behavioral loyalty; h-onesty significant positively effect customer satisfaction;honesty significant positively effect customer attitudinal loyalty; honesty significant positively effect customer behavioral loyalty; customer complaint treatment significant positively effect customer satisfaction; customer complaint treatment significant positively effect customer attitudinal loyalty.The article research widen the customer retention perspective,and related with Web-based Group buying and provides empirical basis.At last,the article offers some suggestions for increasing the customer loyalty, and points out that the study limitations and future research direction.