Analysis Of Customer Commitment Influencing Factors In The E-shopping Context

With the popularity of the Internet, internet-based business platform has begun avigorous development, and the customers`right is unprecedented increased, which it meansthat it is more difficult to keep loyal customer. Relationship networks between enterprises andcustomers cannot only represent repetitive the behavior of purchase. In order to achieve stableprofits of enterprises, we must make the customer achieve a sense of trust and dependence onthe emotional and psychological level, so the establishment of the relationship needs from thebehavioral loyal to psychological commitment. But the research about market relationship inthe context of Internet is still at an initial stage，and studies on the area of how to helpenterprises personalized customer motivational strategies are very few. Therefore, in order tobuild the dependencies of the customers`emotion, at the same time to ensure the corporatesprofits，it needs to cultivate customers the long-term relationship orientation. Our study oninfluencing factors of customer commitment in the context of e-shopping has greatsignificance.In this study which online customers as the objects, we dig into the influencing factors ofcommitment relationship between customers and online corporate on the basis of socialexchange theory, commitment-trust theory, Comparison Level theory, switching cost theoryand prospect theory. We find that trust, satisfaction, switching cost and perceived value areimportant antecedents of formation of commitment, and construct and validate the model ofcustomer commitment. Furthermore, we study the commitment difference between customerswith individual characteristic and behavioral characteristic. In order to analysis factors in thecommitment model， we use the method of multi-group analysis to detect parameterdifferences in different groups which are consisted with different customers of shopping sites,age, shopping experience and shopping duration. Our goal is to improve the customerexperience of shopping sites, thereby enhancing the site utility, building commitment to trulyloyal customer base. This study focus on customer commitment model, and obtained thefollowing main conclusions：Firstly：By enhancing the customer trust and self-value sense for online corporations itneeds to improve satisfaction, which is an important prerequisite for affective commitment. In addition to improve the value perception and conversion costs to help build a sustainedcommitment to further enhance the emotional commitment. For shopping sites, this needs toimprove customer stickiness and secondary shopping rates, such as simplifying theregistration login process, payment process, or use the customer membership points andimprove the interaction between customers and enterprises to increase conversion cost.Secondly，for four online shopping groups, we give some advices to personalizemotivational strategies. Enhancing the shopping experience to help the low-experiencecustomers transfer to the high-experience customers; increase the sense of trust of”youngcustomers” and satisfaction and perceived value of “old customers”; enhance the valueperception of “novice customers” and maintain satisfaction of “veteran customers”; ensure“occasional online shopping group” sense of trust and the value perception of “frequentonline shopping group”.