Research on customer loyalty of B2C e-commerce  

作　　者：ZHAO Gong-min 

机构地区：[1]College of Economics and Management, North University of China, Taiyuan 030051, China

出　　处：《Chinese Business Review》2010年第5期46-52,共7页中国经济评论（英文版）

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.

关 键 词：structural equation modeling E-COMMERCE customer loyalty 

分 类 号：TP393[自动化与计算机技术—计算机应用技术] F272.92[自动化与计算机技术—计算机科学与技术]