网上服装购物顾客转换成本的影响因素实证分析-empirical analysis on influencing factors of online clothing shopping customers switching costs.docxVIP

IV IV In the course of the study,first have a theoretical direction of customer switching costs and related factors, customer loyalty and the relationships between customer switching costs and customer loyalty, on the basis of the previous research results and related mature theories,looking for direction to construct the research model and propose research hypothesis.Use network online questionnaire and then a combination of paper-based questionnaire to collect data, and comprehensive use of descriptive statistics analysis, reliability and validity test, factor analysis, correlation and regression analysis and other mathematical statistics to expand empirical analysis, to validate hypothesis and the research model.The results show:in the process of network apparel shopping,switching costs that can be perceived by customers consist of procedural switching costs, financial switching costs, relational switching costs and risk costs; customers’ perception of degree of differentiation between websites have significant positive impact on procedural switching costs and risk costs;online convenience and relational switching costs have significant negative correlation; switching experience have a significant negative impact on procedural switching costs and risk costs; site care with procedural and relational switching costs is positively correlated; breadth of sites use with financial switching costs and relational switching costs have significant positive effects;understanding of competitive website have a negative correlation with procedural switching costs and risk costs. Finally, this paper put forward some marketing advice based on the result of the reaearch,clothing website merchants should be targeted in the operation, by different marketing strategies to improve the customers’ perception of procedural switching costs and risk costs; Meanwhile, in order to meet customers’ demand for convenience and to enhance the customers’ perception of switching barriers,corporate