A Empirical Study On The Impacts Of Relationship Value On Customer Loyalty Of Online Group-buying

With the rapid development of e-commerce, the mode of online shopping hasevolved from the traditional B2C and C2C mode into the group buying model which isso popular now. In China, the number of online group-buying platform is large,consumers have great freedom to choose them. Their loyalty to certain group-buyingplatform is not high, so the research about the online group-buying platform how tokeep the advantage in competition and keep the potential customers is very necessary.The focus of most existing academic study is on the influence factors of consumers’behavioral intention. Few studies take the focus on the relationship value and itsmeasurement from the multilateral relations among online group-buying platform,merchants and customers.This paper researches the relationship value between customers and group-buyingplatform based on customer perspective and the relationship value is divided into sixmeasurement dimensions: service related benefits, social benefits, confidence benefits,special treatment benefits, risk cost and time&energy cost. What’s more, thisdissertation explores how the relationship value which consumers perceive in differentcustomer relationship life cycle influence consumers’ behavior and positiveword-of-mouth. This study collected364questionnaires in total. through the paperquestionnaires and online questionnaires. Exlduing the questionnaires which misseditmes and the answer time was too short, we finally obtained296valid questionnaires,the effective rate was81.32%.The paper used SPSS to test the reliability and validity of the data and carried somediscussion about research model through factor analysis and regression analysis. Theresults indicate that the relationship value affect customer loyalty prominetly whoparticipate in online group-buying，the relationship quality play the role of mediatingeffects and the customer relationship life cycle play the role of moderation effects in therelationship between the two. In the end, the paper made a number of managementrecommendations for the operators of the online group-buying platform.