Study On Customer Loyalty Influence Factors Of Online Retail

With the popularity of the network and e-commerce, online retail industry with a powerful Internet search capabilities for information exchange and data has been rapid development, to provide consumer with a new lifestyle and consumer behavior. In the same time, the competition of online retail industry has become increasingly fierce. How to improve customer loyalty of online retail has become one of the important topics of online retail concern. In the internet environment, there is a high degree of uncertainty and possible risks, there is a particularity under the influence compared to consumer satisfaction and loyalty with the traditional shopping environment. Therefore, in the network shopping environment, it has theoretic and practical significance on the analysis of the influencing factors of customer loyalty and its driving model.Based on past research of customer loyalty and its influencing factors, this paper focus on a comprehensive discussion of customer satisfaction、customer trust、switching cost、 customer perceived value and customer loyalty. On the basis of the customer’s perception, we explore the impact factors of online customer loyalty in our country. This paper deals with the customer loyalty as two-dimensional, including customer attitude loyalty and customer behavior loyalty. Build customer loyalty factors model and make relevant assumptions. Through questionnaires online shopping for different consumer groups are investigated and analyzed using SPSS19.0and AMOS21.0software validation, and there are some conclusions as following:(1)Customer satisfaction, customer trust and switching cost have a significant influence to customer behavior loyalty. Among them, customer satisfaction is most influential on customer behavior loyalty. But perceived value has no significant effect on customer behavior loyalty.(2)Customer perceived value and switching cost have a significant influence to customer attitude loyalty. Customer perceived value is most influential on customer attitude loyalty. But customer satisfaction and customer trust have no significant effect on customer attitude loyalty.(3)Customer attitude loyalty has a significant effect on customer behavior loyalty.(4) Customer perceived value has a significant effect on customer satisfaction, customer trust and switching cost.(5)Customer satisfaction has a significant effect on customer relation trust. It provides the online shopping company the scientific foundation to make effective marketing strategy, and points out the limitations of the study and the future research direction, expecting to provide reference for the actual marketing practices.