A Study On The Relationship Between Customer Value And Loyalty In C2C E-commerce

In the new century, with the innovation of the science and information technology,e-commerce has got great development, especially in C2C e-commerce, which benefitsfrom its particular advantage, such as abundant commodity resources, convenienceshopping and to meet individual needs. However, C2C e-commerce is a highlycompetitive market. Due to highly transparent information and lower switching costs, itis very easy for the customers to change their purchasing object, so that the loyalty tothe company greatly reduced. Therefore, how to create and deliver more value forcustomer, and how to develop and maintain loyal customers, are becoming the key ofonline shop to win and maintain competitive advantage in e-commerce environment.Taking the online shop in C2C e-commerce as study objects, combined with therelating theories in customer value, customer satisfaction and customer loyalty, thisstudy empirically analyzes the constitution dimensions of customer value and therelationship among each dimension of customer value, customer satisfaction andcustomer loyalty under the situations of C2C e-commerce. In this study, the customervalue under network environment is divided into five dimensions, which are functionalvalue, scenario value, knowledge/information value, emotional value and social value.The conceptual model among each dimension of customer value, customer satisfactionand online shop loyalty is constructed. After the empirical analysis, the results show thatfunctional value, knowledge/information value, emotional value and social value has adirect positive impact on online shop loyalty respectively, while the impact of scenariovalue on online shop loyalty is not significant. The five dimensions of customer valueall have a positive impact on customer satisfaction, meanwhile customer satisfactionwill strongly affect the loyalty, and so each dimension of customer value throughcustomer satisfaction indirectly affects the customer online shop loyalty.This study will help online shop in C2C e-commerce to have a better grasp ofonline shopping customer’s real needs and value demands, clarify the relationshipamong each dimension of customer value, customer satisfaction and customer loyalty,and then make out appropriate marketing strategies, so that to provide customers with higher value and more satisfaction shopping experience than the competition, therebyfinally win and maintain the online shop loyalty. This study provides certain theoreticalguidance meaning for online shop’s further development.