Research on customer loyalty of B2C e-commerce
Research on customer loyalty of B2C e-commerce作者机构：College of Economics and Management North University of China Taiyuan 030051 China
出 版 物：《Chinese Business Review》 (中国经济评论（英文版）)
年 卷 期：2010年第9卷第5期
页 面：46-52页
学科分类：12[管理学] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 08[工学] 081201[工学-计算机系统结构] 0812[工学-计算机科学与技术（可授工学、理学学位）]
主 题：structural equation modeling e-commerce customer loyalty
摘 要：Customer loyalty of B2C e-commerce is studied by testing the hypotheses on five latent variables using the structural equation modeling method. After correcting model, online store image is obviously fundamental basis on expectations of shopping online, experience of shopping online, customer satisfaction and customer loyalty between which there are seven positive relationships accepted in the AMOS model. The results provide scientific evidence for B2C e-commerce.
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