An Empirical Study On The Impact Of Online Shop Image On Customer Loyalty

With the rapid development of China's Internet,the development of e-commerce is amazing.Consumers can shop online without leaving home.Under the background of this general trend,online stores are also facing fierce competition.How to create more new customers,retain old customers and achieve higher profit margins under the special network environment has become an urgent problem for many businesses.So how to make old and new customers become loyal purchasers of online stores,we need to improve their image through online stores,bring better experience to customers,let customers create better experience value in the process of shopping,so as to determine whether customers will be loyal to the online stores,and re-enter the online stores shopping to achieve long-term benefits.Based on the research of online store image,this paper divides online store image into six dimensions: website image,convenience image,commodity image,service image,price image and security image.Through subdividing the dimensions,this paper proposes a hypothesis model to study the relationship between online store image and experience value,customer loyalty.The following conclusions are drawn:(1)Among the six dimensions of online store image,security image is deleted because its factor load is not up to the standard in the process of validity analysis.In the revised structural equation model path coefficient map,online store image includes website image,convenience image,commodity image,service image and price image.(2)Website image,commodity image,service image and price image in online store image can have a significant positive impact on customer loyalty through experience value,while convenience image has no significant impact on customer loyalty through experience value.(3)Customer experience value has a significant positive impact on customer loyalty.