Research On Online Shopping Customer Participation Impact On Brand Loyalty

Today,brand and online shopping have become familiar words among on our life.Brand becomes an important guidance in our consumption,and merchants look brand loyalty as business goal.With the prevalence of experience consumption and the improvement of customer knowledge,customer participation is the way to build relationship between customer and brand.Customers spend time、energy and feelings in the purchasing process,which makes customers produce feelings and dependent on brand.The studies about customer participation have ever focused on the entity services,less research on online shopping environment.Faced with online virtual property and uncertainty,customers take active participation to reduce their buying risk.Brand loyalty can help the enterprise bring a steady stream of customers,save costs and increase profits,which has great meaning for each brand merchants.Online shopping is becoming more and more popular,how to obtain customer loyalty through online channels is very important for every brand.In the process of exchange between customer and brand,there be existing a kind of intangible psychological contract.Whether meets customer psychological contract or not,which directly affects customers' attitude to the brand and will also affect the willingness to repeating purchase.The essay studies the effect of online customer participation on brand loyalty and customers psychological contract playing as a intervening variable.First of all,by carding the theory about customer participation,customer psychological contract and brand loyalty at the domestic and foreign literature,the essay construct the theoretical model and put forward the research hypothesis.Next,referring to the existing mature scale,we design a new questionnaire for this study and use the questionnaire to collect data;then the essay measure the reliability and validity of questionnaire to ensure the scientific rationality of the questionnaire.Subsequently,the essay uses the collected data for descriptive analysis,correlation analysis and hierarchical regression analysis;verifies the hypothesis and gets the following conclusions:The one is online customer participation has significant positive influence on brand loyalty;the second is the customer psychological contract plays a partial intermediary role in the process of customer participation influence on brand loyalty.At the same time,it is concluded that online shopping demographic variables,the number and time of online shopping have a significant impact on brand loyalty.Based on the conclusion,the essay puts forward relative management implications。Finally,the essay summarizes the main conclusions,points out the research limitations,and then presents prospects for future research.