CAJ | 학술논문

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。
본문분석료B2C전자상무재중국적배경급현상,건립료이론모형병제출료실증가설,수지설계문권조사표대유B2C망구경험적객호진행조사,병통과통계분석연건——SPSS 17.0대수거진행처리、분석,조출영향B2C망락객호충성도적주요인소,최후근거분석적결과위B2C적망상령수상제공료일사건의。
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.