Study On Customer Loyalty Of Mobile E-commerce Platform Based On The Service-Profit Chain Theory

With the development of Internet and smart mobile devices,the way people use e-commerce platform for shopping is also undergoing tremendous changes.Wireless telecommunication network and smart mobile devices provide preconditions for mobile e-commerce and complement the operational environment of mobile e-commerce.This research mainly studies the influencing factors of customer loyalty of mobile e-commerce platform,analyses the customer's experience and attitude to the service of mobile e-commerce platform,and studies the role of each influencing factor.In this study,the service profit chain theory is used as the theoretical basis to study the customer loyalty of mobile e-commerce platform,in order to promote the development and growth of mobile e-commerce platform,a conceptual model of customer loyalty of mobile e-commerce platform is constructed.In this study,the conceptual model is empirically studied,and a comprehensive mobile e-commerce platform is selected as the research object.On the basis of previous research results,the questionnaire of this study was designed and the research hypothesis was put forward.According to the sample data of the questionnaire,SPSS 20 and AMOS 22 were used to carry out structural equation analysis,and to test the research hypothesis of this study.This study draws the following conclusions:(1)efficiency,fulfillment,privacy and responsiveness of mobile e-commerce platform have a positive impact on customer satisfaction.However,system availability of mobile e-commerce has no significant positive impact on customer satisfaction.(2)customer satisfaction plays a mediator role in the relationship between e-service quality and customer loyalty;(3)online shopping experience plays a positive moderator role between system availability,fulfillment,responsiveness and customer satisfaction;Online shopping experience plays a negative moderator role between efficiency,privacy and customer satisfaction.According to the conclusions of this paper,it provides management suggestions for the development and growth of mobile e-commerce platform.