The Analysis and Research of Influence of Switching Costs on E-Loyalty under the B2C E-Commerce Environment

The purpose of this paper is to discuss the influence mechanism of customer loyalty from the angle of the switching costs, providing a theoretical basis for improving customer loyalty to B2C e-commerce enterprises. By drawing on previous studies on switching costs, combined with the characteristics of B2C e-commerce industry, we designed questionnaires and analyzed the data by using SPSS software. The results reveal that financial switching and relational switching cost has a significant impact on customer loyalty, among which relational switching cost is the biggest. Thus, we conclude that in making a plan to improve customer loyalty, enterprises should focus on perfecting measures of financial switching cost and relational switching cost, in particular related measures of relational switching costs.