关系价值对网络团购顾客忠诚影响的实证分析-empirical analysis of the influence of relationship value on online group buying customer loyalty.docx

AbstractWith the rapid development of e-commerce, the mode of online shopping has evolved from the traditional B2C and C2C mode into the group buying model which is so popular now. In China, the number of online group-buying platform is large, consumers have great freedom to choose them. Their loyalty to certain group-buying platform is not high, so the research about the online group-buying platform how to keep the advantage in competition and keep the potential customers is very necessary. The focus of most existing academic study is on the influence factors of consumers’ behavioral intention. Few studies take the focus on the relationship value and its measurement from the multilateral relations among online group-buying platform, merchants and customers.This paper researches the relationship value between customers and group-buying platform based on customer perspective and the relationship value is divided into six measurement dimensions: service related benefits, social benefits, confidence benefits, special treatment benefits, risk cost and time energy cost. What’s more, this dissertation explores how the relationship value which consumers perceive in different customer relationship life cycle influence consumers’ behavior and positive word-of-mouth. This study collected 364 questionnaires in total. through the paper questionnaires and online questionnaires. Exlduing the questionnaires which missed itmes and the answer time was too short, we finally obtained 296 valid questionnaires, the effective rate was 81.32%.The paper used SPSS to test the reliability and validity of the data and carried some discussion about research model through factor analysis and regression analysis. The results indicate that the relationship value affect customer loyalty prominetly whoparticipate in online group-buying，the relationship quality play the role of mediatingeffects and the customer relationship life cycle play the role of moderation effects in the relationshi