摘要
本文分析了B2C电子商务在中国的背景及现状,建立了理论模型并提出了实证假设,随之设计问卷调查表对有B2C网购经验的客户进行调查,并通过统计分析软件——SPSS 17.0对数据进行处理、分析,找出影响B2C网络客户忠诚度的主要因素,最后根据分析的结果为B2C的网上零售商提供了一些建议。
This article is divided into five parts： Firstly,it analyzes the background and current situation of the B2C e-commerce in China,clarifying the significance and purpose of this study.Secondly,reviews the achievements about the relevant concepts.Thirdly,puts forward a theoretical model and empirical hypothesis.Fourthly,designs a questionnaire and collects data from the B2C online shopping experienced consumers,analyzes the data by statistical analysis software——SPSS 17.0,distinguishes the main factors affecting B2C E-customer loyalty.Finally,offers some suggestions for the B2C Online retailers according to the result of the analysis.
出处
《湖南广播电视大学学报》
2012年第4期68-73,共6页
Journal of Hunan Radio and Television University
关键词
B2C
网上商城
客户满意
客户信任
客户忠诚
B2C
online shopping mall
customer satisfaction
customer trust
customer loyalty
