Customer Loyalty： An Empirical Study on Italian E-commerce Websites  

作　　者：Adinolfi Raffaele Troisi Orlando 

机构地区：[1]University of Salerno, Fisciano (SA), Italy

出　　处：《Chinese Business Review》2014年第6期388-398,共11页中国经济评论（英文版）

摘　　要：In contemporary entrepreneurial environment based on customer retention, the growth of the internet has pushed the most dynamic businesses to compete in the electronic market. In literature, there are many studies showing how a company＇s brand affects customer loyalty. Less attention has been paid to the relationship between e-commerce website loyalty and e-customer loyalty. This paper can be included in a stream of research that applies the construct of loyalty to e-commerce. Thus, this study aims to analyze, within the electronic market, the elements influencing and determining the trust and loyalty of the e-customers. This research consists of a descriptive study carried out utilizing the survey method. The population in this study includes 421 e-customers of Italian online multi-brand portals. The instrument of data gathering was a web-questionnaire and the data analysis was based on regression. Findings show a positive relationship between three factors （website technological level, e-service quality, and brand） and e-customer trust. Furthermore, the correlation, among the three variables, trust as mediating variable, and e-customer＇s loyalty, has been revealed. Therefore, it can be basically assumed that trust builds e-customer loyalty.

关 键 词：customer loyalty E-COMMERCE BRAND TRUST 

分 类 号：TP393.4[自动化与计算机技术—计算机应用技术] F274[自动化与计算机技术—计算机科学与技术]