B2C电子商务模式下的顾客忠诚度因素探析

Exploration on the Factors of Customer Loyalty under the Mode of B2C E-commerce

在我国从事B2C电子商务的企业应打破传统模式,重点关注顾客忠诚的建立。顾客忠诚是企业盈利的关键因素,当今B2C电子商务企业只一味注重扩大用户规模而忽视顾客忠诚的建立,这样的模式不利于企业的发展。在本文中,基于回顾了国内外学者对顾客忠诚理论的研究成果,结合电子商务的特点及网络消费者,将商对客电子商务网络顾客忠诚的影响因素归纳为:网络客户价值,客户满意度,网络客户的信任,成本和背景变量。客户价值,客户满意度,客户的信任,转换成本对顾客行为忠诚有显著的影响,并提出了一些建议和对策。

Enterprises engaged in B2C e-commerce in China should break through traditional modes and focus on the establishment of customer loyalty, because customer loyalty is the key factor of enterprises＇ profits. Nowadays, those enterprises engaging in B2C e-commerce only focus on expanding the user scale, ignoring the establishment of cus- tomer loyalty, which is not beneficial for their development. Based on the review of research achievements of scholars at home and abroad for the theory of customer loyalty and combining e-commerce＇s features and network consumers, the paper summed up the influencing factors of network customer loyalty of e-commerce, including network customer value, customer satisfaction, and network customers＇ reliance, costs and background variables. Among them, customer satisfaction, customers＇ reliance and conversion cost had significant impacts on customer loyalty, so the paper put for- ward some suggestions and countermeasures.