Research On The Influencing Factors Of Brand Loyalty In B2C E-commerce Platform Based On The S-O-R Theoretical Model

Driven by information technology,more and more people can enjoy convenient shopping at anytime and anywhere.With the growing number of online consumers,online shopping demand is increasing.The huge trading market leads to more enterprises or entrepreneurial teams turning to online e-commerce platforms,the competition among shopping websites is also increasingly fierce.The development of new online users has reached a bottleneck at this stage,and the cost of acquiring customers for enterprises is getting higher and higher.In order to occupy an advantage in the market,its focus must be based on the existing consumers and maintain the existing user stickiness,to cultivate loyal old customers.Based on the online shopping to cultivate the dependence and loyalty to the platform,maintaining the loyalty of the old users to the e-commerce platform is a research content worth exploring.What influence factors of online shopping platform will affect the brand loyalty of consumers,and how to make consumers generate loyalty are the hot issues concerned by enterprises and researchers,based on this,it is necessary to study the influencing factors of consumer loyalty to the platform in the context of B2 C e-commerce platform.First of all,it focuses on the background and significance of the research as well as the related research status at home and abroad,and then based on the domestic and foreign references,it elaborates the concept and connotation of brand loyalty,e-commerce platform and the theoretical basis of the research,and then summarizes the factors affecting customer loyalty to the platform(e-commerce platform perspective)-information quality,operation convenience,website reputation,promotion marketing and content marketing,according to the S-O-R theoretical model,which is the theoretical basis of the research,the research model of this paper is constructed.The five influence factors of the e-commerce platform are used as the pre-variable to influence customers' emotions(pleasure and arousal emotions)and ultimately influence brand loyalty.Secondly,through extensive reading of relevant research literature at home and abroad,and summarizing the excellent maturity scale of research scholars to explore and confirm the content of the scale items of this study,design questionnaires,distribute questionnaires and collect research data from two research channels,offline and online,using SPSS software for data analysis and processing,and through the AMOS software to test the hypothesis.The result shows that information quality,operational convenience,promotion marketing and content marketing all have a positive impact on brand loyalty through customers' emotions,while website reputation only have a positive impact on consumers' arousal emotions then affect brand loyalty.Finally,this paper summarizes the research results and discusses the marketing enlightenment of e-commerce enterprises: building a good website reputation to gain consumer trust;striving to improve the quality of information and improve communication efficiency;optimizing website operation mode to simplify consumer shopping process;innovating promotion marketing methods to attract consumers' consumption;creating high quality content to stimulate consumers' positive emotions.Finally,this paper summarizes the conclusion of this paper and point out the limitations of this study and the prospect of future research.