积分对电子商务网站客户忠诚度影响研究

Study on the Influence of Points on Customer Loyalty in E-business

积分作为电子商务网站一种客户激励措施而在业内广泛应用。通过建立结构化方程模型,设计积分便利性和积分优惠程度的指标,应用AMOS软件运行分析,结果发现积分使用便利性和积分优惠程度对客户忠诚度具有正向影响。针对目前行业内积分应用出现的问题,提出积分设计原则:积分容易获取、降低积分使用条件、加大积分优惠程度。

As a kind of customer incentive measures, points are widely used among e-business websites. By establishing SEM （Structural equation modeling）, designing indexes conceming the convenience as well as benefit of points and applying AMOS software in the analysis, the author finds that the convenience as well as benefit of points have positive influence on customer loyalty. In light of the problems in the use of points in e-business, the author advances the principle of point designing, including easy access to points, lower requirement for using points and higher benefit in using points.