The Study Of Customer Identification Influencing Factor For E-Commerce

E-commerce is not a new term for ordinary people. A lot of people have been accustomed to the way of online shopping and experience with the convenience and quickness which was brought by e-commerce. Coupled with the huge number of Chinese Internet users, participants and users of e-commerce can be seen as a huge base. For the broad market, e-commerce Company naturally will not let go. Paying attention to Alipay and micro-channel intense red Wars this year, their purpose is to get enterprise market share. Early e-commerce development is market development, such as when Taobao beat Joyo by a free charge policy while greatly expanding the retail e-commerce market; at this stage it is in the highly competitive e-commerce era, the pre-market has been nurtured, the key for success is tap existing market potential, In this paper, the research object is Alibaba. Alibaba’s reasons for adoption is for its listed in the US NASDAQ market played a sensation in the world last year, as the representative of Chinese e-commerce Company being appropriate.Stage research of e-commerce focused on the law of the behavior of participants. According to the relevant academic literature, the law of the behavior of the participants at this stage mainly related to three aspects of e-commerce, namely consumer behavior, business practices and transactions. Consumer behavior focuses on choice of consumer behavior and consuming feeling. Business practices are related to attitude of companies for e-commerce. Transactions involved trust and cooperation between buyers and sellers, etc. The content of this study are the influencing factor for customer identification, the customer identification study belongs to study of e-commerce transactions, involving cooperation between buyers and sellers.Identification theory involves the study of social psychology. The major research of social psychology is the relationship between the individual and society. From the relationship between the individual and society, we can get a lot of similar relationship being studied, such as the relationship between individuals and groups, individuals and organizations and so on. Customers’identification studies are also belonged to this range. The enterprise is the main market participation in the market economy environment, and at this environment individuals and businesses is interdependent relationship which forms the basis of customer identification. The difference between customer identification and other type’s identification is that customer identification does not depend on formal affiliation link. In other words, the customer is outside extending of enterprise. There need to explain one problem, that is, the identification distinctive between ordinary customer and e-commerce customer. Some scholars have pointed out the difference between the two is not, the reason is that e-commerce is in reality the business moved to the Internet.In these theoretical studies and practical background, customers identification study for e-commerce industry is the inheritance of existing theoretical research, but also the induction of appropriate practices. Based on the literature, such as identity theory, marketing theory, network theory, combined with the author’s understanding of e-commerce practices the writer proposes antecedents customer identification mechanism, including the perception of the brand appeal, individual similarity. The customer identification mechanism rear factor is customer loyalty. literature analysis pointed out the significant impact between customer recognition and customer loyalty. In this paper, factor analysis and structural equation modeling analysis is to validate assumptions. The results show a significant impact on the relationship among the variables.