The Influence Of Corporate Social Responsibility And Customer Perceived Value On E-loyalty

With the gradual evolution of relationship marketing in the modern business environment,its core issue has gradually changed from customer acquisition to customer retention.Enhancing customer loyalty and thereby increasing the lifetime value of each customer have become the core goals of every marketing manager.There is no lack of academic research under mechanisms of customer loyalty based on different industries.However,the economy and market structure were greatly affected after the outbreak of the 2019-nCoV.During this period,consumers switched to online retail platforms for consumption,and the activity of online users increased continuously.Online retailers faced severe challenges while obtaining excellent opportunies during the epidemic period.Therefore,this research focuses on the particular scenario of coronavirus,and reviews the previous academic research related to online customer loyalty.From the perspective of academic and practical perspectives,this research adopts quantitative research methods to explore how do online customer perceived value,online corporate social responsibility,and online relationship commitment contribute to online customer loyalty.Perceived value,corporate social responsibility,and relationship commitment have received great attention in academic research under the background of the offline retail market,and have been unanimously recognized by researchers as the cornerstone of developing customer loyalty.However,it remains to be seen whether these factors have the same mechanism as previous research to influence online customer loyalty under specific epidemic background.By absorbing the research results of the relevant theories of various variables and mature relevant theoretical models,this study proposes a theoretical model of the influence of online customer perceived value and online corporate social responsibility on online customer loyalty for online retailer with the online relationship commitment as the intermediary variable.This study mainly uses the method of empirical analysis to test the research hypothesis raised and the theoretical models constructed.Firstly,this study summarizes the maturity scales in relevant domestic and foreign literatures,then determines the test items of each construct,and forms the formal structure and content of questionnaire through the pre-survey.Secondly,the questionnaires are distributed and collected through online channel.SPSS25.0 and AMOS23.0 are used to perform descriptive analysis,reliability analysis,validity analysis,path test and so on.Finally,the following conclusions are drawn: during the 2019-nCoV,firstly,online customer perceived value,online corporate social responsibility and online relationship commitment have a significant direct impact on online customer loyalty.Secondly,online customer perceived value and online corporate social responsibility both have a significant indirect effect on online customer loyalty through online relationship commitment as intermediary variable.Thirdly,online corporate social responsibility positively affects online customer perceived value.Fourthly,corporate social responsibility has become the strongest driving force for online customer loyalty.Finally,based on the conclusions of this theoretical research,this study puts forward suggestions for online retailers to establish customer loyalty mechanisms from the customer behavior and consumer psychology during the outbreak of 2019-nCoV,so as to help marketing managers grasp the opportunities coronavirus gave and improve the strategic layout.The last part of this study emphasizes the limitations of this research and gives a insight into the future research directions.