The empirical analysis on the influencing factors of customer E-Loyalty to B2C retail sites

摘要

Consulting to the achievement of customer loyalty in real world, we put customer E-Loyalty as the object of study, from the perspectives of customer perceived value, product value, switching costs, website technology and e-trust to explore the influencing factors of customer E-Loyalty to B2C retail website, with a view to benefit the development of B2C retail sites. We got data through questionnaires (N=225) and it showed that the data had good validity and reliability. We got the conclusion through factor analysis and correlation analysis. The results showed that the customer perceived value, product value, website technology and e-trust have positive significant influence on customer loyalty to B2C retail sites while switching costs don''t have much effect on consumer E-Loyalty.