The Analysis of the Mental Activities Influence to the Loyalty Conduct of B2C E-commerce Websites

摘要：

This paper firstly discusses the formation mechanism of user loyalty behavior for e-commerce website and constructs a mechanism chart. Based on the mechanism, this paper analyzes the impacts of user to website cognitive, and analyzes the function of user emotion and preferences to loyal behavior through Structural Equation Modeling. Finally, this paper selects two B2C websites like www.amazon.cn and www.dangdang.com for empirical study, based on the conclusion of empirical study, this paper gives some suggestions to the construction of e-commerce website.

关键词： B2C website user loyalty cognitive factor emotional factor preference factor empirical study

作者: Yingnan Xu Duanwu Yan Liren Gan

作者单位: School of Economic and Management, Nanjing University of Science and Technology,Nanjing, 210094, Chi School of Economic and Management, Nanjing University of Science and Technology, Nanjing, 210094, Ch

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 947-951

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）