| The rapid development of the Internet has brought the rapid growth of B2 C e-commerce,and at the same time has driven the advent of the digital era.Digital marketing has become an emerging marketing model for enterprises,which has largely changed the traditional marketing concepts of B2 C e-commerce companies.The competition of B2 C e-commerce enterprises is fierce,and maintaining customer loyalty has become one of the core competitiveness of the company.B2 C e-commerce enterprises should focus on how to meet customer needs,gain customer trust,and ultimately improve customer loyalty in digital marketing.This article takes B2 C e-commerce enterprises as the research object,on the basis of analyzing and sorting out the research results of domestic and foreign scholars on online customer loyalty,and based on the current digital marketing status of B2 C e-commerce companies to extract six key influencing factors,the former dependent variables are the price advantage,product quality,website quality,customer service,the intermediary variables are customer trust and customer satisfaction,and the result variables are customer loyalty.Based on this,a model of customer loyalty influencing factors for digital marketing of B2 C ecommerce companies is constructed.This study draws on existing scales and collects data through survey questionnaires.A total of 226 valid samples were obtained and the research model was empirically tested.First,descriptive statistical analysis of survey objects and variables was performed using SPSS 25.0.Observe the normal distribution of data and determine that it has external validity.Then using SPSS 25.0 and AMOS 24.0 for reliability analysis,validity analysis,exploratory factor analysis,confirmatory factor analysis,and related analysis.The data is judged to have internal validity and meet the research requirements Then,using AMOS 24.0 to construct a structural equation model to test the research model and research hypothesis,and to test the mediation effect,the results show that the structural equation model and the data are at a good level of fit,the external quality of the model is good,thirteen of the research hypotheses were supported in sixteen research hypotheses.The analysis results show that under the digital marketing of B2 C e-commerce companies: 1.Price advantage has no direct impact on customer loyalty,and it will not affect customer loyalty through the intermediary variable of customer satisfaction,but price advantage will affect customer satisfaction 2.Product quality has a direct impact on customer loyalty and customer satisfaction.When customer satisfaction is used as an intermediary variable,customer satisfaction will have a full mediating effect between product quality and customer loyalty.3.The quality of the website has no direct impact on customer loyalty but has a direct impact on customer satisfaction.When customer satisfaction is used as an intermediary variable,customer satisfaction will have a full mediating effect between the quality of the website and customer loyalty.4.Customer service has a direct impact on customer loyalty and customer satisfaction.When customer satisfaction is used as an intermediary variable,customer satisfaction will have a partial mediating effect between customer service and customer loyalty;5.Customer trust has a direct impact on customer loyalty;6.Customer satisfaction has a direct impact on customer loyalty.When customer trust is used as an intermediary variable,customer trust has a partial intermediary effect between customer satisfaction and customer loyalty.Therefore,this paper puts forward the strategy of customer loyalty promotion of B2 C ecommerce enterprises' digital marketing: ensure product quality and pursue quality first;improve customer service and respond to demand in a timely manner;enhance customer trust and enhance user awareness;focus on website quality and optimize website experience.This is the purpose of this research,to help companies grasp customer loyalty,make their digital marketing more effective. |
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