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华中科技大学硕士学位论文B2C电子商务中网络顾客忠诚度的影响因素研究姓名：陈涛申请学位级别：硕士专业：企业管理指导教师：吴兆龙20090519I2090B2CB2C123123B2CIIAbstractSincethe1990s,e-businesshasbeendevelopingrapidlyandbecomethemajorPartoftheinternetfunction.customerloyaltywasevenmoreimportantfortheexistenceandgrowsofanyenterprises,itwasakeyassigntofosterandholdtheloyaltycustomercolonyforboostitscompetitionadvantage.Thethesisputsforwardquestionwhichthethesiswantstoresolveaftergeneralizingandanalyzingthestatusaboutthee-businessmarketdevelopmentinourcountry.Accordingtotherelevantliteratureandfieldsurveys,thethesisbringsforwardfactorsinfluencingcustomerloyaltyconsideringourpresentstatusofthee-businessmarketandestablishesthemodeloffactorsinfluencinge-businesscustomerloyalty,sothatsomesuggestionscanbemadefore-businesscompaniesinourcountrytokeepcustomerloyalty.ThethesismakesanempiricalresearchonfactorsinfluencingcustomerloyaltyofB2Ce-businesswebsitesandgetsconclusionsasfollowing:(1)Factorofcustomersatisfactionhaspositiveeffectsbothoncustomertrustandcustomerloyalty.(2)Factorofcustomertrusthaspositiveeffectsbothoncustomersatisfactionandcustomerloyalty.(3)Factorofswitchcosthaspositiveeffectsoncustomerloyalty.Finallyproposedthreemanagementsuggested:(1)Sitesshouldbefocusedonimprovingcustomersatisfaction.Inimprovingcustomersatisfaction,themeasurestoimproveperformance,thewebsitecanprovidegoodexperiencetoconsumersforconsumers,andemotionalaspectsofinvestment.(2)Enhancecustomertrustontheweb(3)Useconversioncosttoimprovecustomerloyalty.Keywords:B2CelectronicbookstoreswebsiteCustomerloyaltyDrivingfactorsEmpiricalresearch111.120087CNNIC22200862.5319.1%21.1%25%63291688[1]20082008645.2%10.3%30.6%14.3%26.7%18.1%0%5%10%15%20%25%30%35%4-520081-120086-10102-3124321.6%200816211071-1200841%[2]80/2080%20%80%20%FrededekF.Reiehheldw.EarlsasserJr5%25%85%[3]B2CB2C1.2B2C1,B2C32,3B2C,B2CB2CB2CB2C1.31.3.1142B2C3SPSS13.0B2C1.3.21-251-2622.12.1.1Copeland1Gremler“”[4]2RichardOliver:“”[5]3Tucker3Blattberg,[6]1[7]2[8]73[9]123[10]2.1.21BBS1MoonkyuLee:[11]2GillesPie8[12]3Srinivasan[13]212342.1.3Griffin2-192-11234[14]2-1GremlerBrown2-1102.1.41,2834,80%20%20%5[15]112.22.2.12-2[16]2-2OliverOliver1969Howard&Sherh1977Hunt1982Churchill1983Quelch&Takuchi1991Solomon1992Anderson&Fornell1993HowardPeter1995Kotler1997Oliver.2001614-2012[17]Kotler,,,[18]Oliva,Johnson,,JonesSasser,,[19]2.2.2,,1992Moormam,Deshpandezaltman[20]:3123132.2.3Klempere[21]Porter[22],,,Klemperer:12,3,4,,VIP,5614[23]2.32.3.112-2[24]2Blackwell——[25]2-332-42-215[26]2-42-3-162.3.21LloydMark2-52-52-62LeeKimMoon172-6[27]1833.1B2C3.1.1Cronin[28]JamesC.Anderson&JamesA.Narus[29]Jackson[30]H1H2H3193.1.2McknightD.H.ChoudhuryV.&KacmarC[31]Reichheld&Schefter[32]Geyskens[33]DavidBejou[34][35]H4H53.1.3Morgan&Hunt[36]H63.2123203-13-1B2C3-13-1H1+H2+H3+H4+H5+H6+214B2C4.1B2CB2CB2C13311331Likert5,“1”“5”=1=2=3=4=530221SriniS.SrinivasanCronin&HultMcDougall&Levesque[37][38][39][40]4-14-12SriniS.SrinivasanGarbarino&JohnsonBove&Johnson[35][36][41][42]4-2CS1CS2CS3CS4CS5CS6CS7CS8CS9CS10CS11CS12234-23Morgan&HuntMichaelA.Jones[43][44]4-34-3SC1SC2SC3SC4SC5SC6SC7,CT1CT2CT3CT4CT5CT6CT7/CT8CT9CT10244OliverRichardL,GremlerDwayne,StephenW.Brown,MaryJoBitner&A.Parasuraman[45][46]4-44-44.23044CS2“”CS5“”CS8“”CT4“”4.2.1434CS2“”CS8“”CS5CL1,CL2,CL3CL4,CL5254.2.2Cronbach’sα0.80-0.900.70-0.800.65-0.700.60-0.65[47]α4-5Cronbach’sα0.7240.8050.7050.7650.704-5Cronbach’sα30100.72430100.8053070.7053050.7654.2.340.4[47]0.400.904-6CT40.301CS50.3980.500.90264-6CS10.781CS20.753CS30.774CS40.378CS50.569CS60.642CS70.856CS80.697CS90.602CS100.611CT10.795CT20.874CT30.556CT40.301CT50.735CT60.664CT70.511CT80.706CT90.786CT100.743SC10.825SC20.546SC30.598SC40.876SC50.795SC60.798SC70.805CL10.788CL20.865CL30.812CL40.841CL50.784274.2.44.34.3.1CNNIC20086200859.5%15.3%[2]4.3.2200810200811BBS2/31/324020818486.7%208/24076.7%184/240SPSS13.0284.44.4.1SPSS13.0B2C4-54-7%10255.48244.620116.020-2915282.630-39158.240-4942.25021.18345.19652.252.75009451.1500-10005630.41000-2000147.62000-300084.33000-400042.2400084.34-755.4%44.6%4096.8%[2]97.3%2.7%294.4.2Cronbach’sα4-94-8Cronbach’sα18490.74218490.80318470.68918450.758184310.829Cronbach’sα0.80-0.900.70-0.800.65-0.700.60-0.654-8Cronbach’sα0.7420.8030.6890.7580.829Cronbach’sα0.654.4.3EFAKMOBartlettKaiserKMO0.50,[48]KMO4-94-10304-9KMOKMOBartlett0.7120.0000.6990.0000.7540.0000.7390.0004-10CS10.806CS20.799CS30.745CS40.561CS50.616CS60.860CS70.758CS80.588CS90.62852.21%CT10.821CT20.890CT30.578CT40.753CT50.606CT60.533CT70.698CT80.803CT90.73361.77%SC10.836SC20.568SC30.604SC40.894SC50.818SC60.805SC70.78468.41%CL10.805CL20.852CL30.804CL40.829CL50.77576.30%314-9KMO0.7160.6990.7540.7390.65Bartlett0.0000.0014-100.50.4[47]30%[47]4-1050%4.54.5.1γ-1~+1γ0.8γ0.3[49]4-11324-11Pearson10.491**10.235**0.443**10.450**0.418**0.467**1**0.014-110.4500.4180.4670.4910.40.010.2354.5.2SPSS13.04-124-134-144-12RF0.5890.3460.34456.0090.0004-120.3460.3440.05F4-134-144-154-16334-131t1.6105.410.000.224.2212.825.005.301.2883.370.001.126.1271.358.0214-131.610.2210.2880.1270.0050.0010.0210.05tH1H4H64-142t1.6046.372.000.557.5